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Communicating Value, establish need for category; build brand awareness; …

- - - - Definition；Roles；Challenge
    - - macromodel ——elements
      - micromodel——“learn-feel-do" "do- feel-learn" "learn-do-feel"
    - - advertising；sales promotion；events and experiences； public relations and publicity；online and social media marketing；mobile marketing；direct and database marketing; personal selling
    - - identify the target audience
        
        set the communications objectives
        
        design the communications
        
        select the communications channels
        
        establish the total marketing communications budget
        
        decide on media mix
        
        1 more item...
- - - - mission
        
        money
        
        message
        
        media
        
        measurement
        
        factor to consider
  - - - tools
        
        program
        
        implement and evaluate
  - - - Sponsorship
        
        Experiences
  - - - Message &vehicles
        
        Implementation & evaluation
- - - - types
      - duties
      - requirements
      - design : objectives strategy structure size compensation
      - manage: recruit&select→train→supervise→motivate→evaluate