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Concept information

social science subjects > business and management > marketing (business) > marketing communication > communications mix

Preferred term

communications mix  

Definition

  • the components of an organization's marketing communications program—advertising, sales promotion, public relations, direct marketing, and personal selling—and the way in which they are blended together to form an integrated plan; the particular combination of promotion elements and activities used by a company to pursue its communications and marketing objectives. [Source: Dictionary of Marketing Communications; Communications Mix]

Broader concept

Belongs to group

URI

http://data.loterre.fr/ark:/67375/N9J-Z2DKNZ2R-9

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