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Published by:
Harvard Business Publishing (2006)
Chapter from:
"Marketer's Toolkit: The 10 Strategies You Need to Succeed"
15 pages


Innovative marketing communications is a strategic branding process through which customers are moved to purchase one company's products or services based on multiple communications to which the customers have been exposed. This chapter evaluates the various communications vehicles that are used and proposes steps to allocate financial resources in support of the brand and the complementary messages aimed at customer development. This chapter is excerpted from ‘Marketer's Toolkit: The 10 Strategies You Need to Succeed'.


Advertising; Customer relations; Marketing; Marketing communications; Public relations

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