Advertisement
Published in:
2014 | OriginalPaper | Chapter
Delivering the Message: Advertising, Personal Selling, Sales Promotion, Public Relations, and Crisis Management
Activate our intelligent search to find suitable subject content or patents.
Select sections of text to find matching patents with Artificial Intelligence. powered by
Select sections of text to find additional relevant content using AI-assisted search. powered by
Current marketing practice is simultaneously exemplified by the seemingly paradoxical extreme goals of mass branding and one-to-one relationship marketing. The marketing communications mix, also called the promotion mix, consists of four major tools: advertising, personal selling, sales promotion, and public relations. Each tool has its own unique characteristics and costs. Crisis management is also a critical function and managers must be adept at handling issues as they arise, or better yet, anticipate them before they become problematic.