Unit 3. Marketing Communication

The objective of this unit is to understand the role of communication in the marketing process in its entirety. Communication is not just advertising for the consumer, communication means to establish a relationship on many levels, from suppliers via consumers to one’s own employees.

Communication (and in particular, the sales promotion communication, e.g. advertising) is one of the main areas of the marketing mix next to the product, the price and the distribution. In the ideal case, it should be incorporated from the beginning of a marketing concept and occupy an equally important position.

Communication should not be reduced to the issue of advertising!