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Block 1 Session 7: The marketing mix – Promotion, pricing, services and…
Block 1 Session 7: The marketing mix – Promotion, pricing, services and non-profit marketing
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Reading 8 Summary The product element of the marketing mix has its own ‘promotion mix’, which needs to work in harmony to communicate consistent messages to an organisation’s audiences. Marketing communications may not always be received as intended and are subject to distortion, or ‘noise’. Marketing communications have become increasingly complex with the proliferation of formal and informal communication channels used by both organisations and their stakeholders. It is vital, therefore, that messages are not undermined by the various ways in which customers encounter the organisation or brand.