Communications: A Guide for Professional Marketers
This Guide looks at both internal and external marketing communications and how to develop effective and integrated communications to deliver customer value. It starts by looking at internal communications and how to build cross-functional relationships and use resources from across the organisation to build customer relationships and deliver marketing solutions. It then considers external communications including creating communication campaign plans and creative briefs, and appointing and managing agencies. It also considers the importance of product and brand management including the product life-cycle and ways to build brands. Finally it looks in detail at the marketing communications mix, online and offline media and how to use communication tools in different contexts; as well as how to develop and measure integrated marketing communications (IMC).
About the Author
Terry Nicklin has over 30 years’ experience of marketing in product and service-based organisations. He has worked at Marketing Director level in global markets for companies in technology and professional services, and has consulted for public and private sector clients including BT, Bosch, GE and Unilever. He runs PR and marketing consultancy Keynote PR which provides high quality marketing support to B2B clients in technology and business services sectors. At Cambridge Marketing College, Terry is Course Director for Digital Marketing. He is Chairman of the Chartered Institute of Marketing (CIM) Cambridgeshire Branch, a Member of the CIM East Regional Committee and the recipient of a CIPR Gold Award.