Introduction to communication policy for use in the first year marketing. Focuses on: Target selection, message definition, communication intensity, alternative communication, resources and media; economy of communication decisions and the need for consistency in communication programs. Assuming that the students have read before consumer, market analysis and information on marketing arithmetic and Related Marketing Terms.

Introduction to communication policy for use in the first year marketing. Focuses on: Target selection, message definition, communication intensity, alternative communication, resources and media; economy of communication decisions and the need for consistency in communication programs. Assuming that the students have read before consumer, market analysis and information on marketing arithmetic and Related Marketing Terms.
«Hide

from
Stephen H. Stern
12 pages.
Release date: 01 November 1975. Prod #: 576086-PDF-ENG
Communication policy HBR case solution