Page 44 - GLOBAL STRATEGIC MARKETING

Chapter 8: International channels of
communication

Case study: Drambuie

Marketing communication is concerned with
exchanging information with different

stakeholders and not just the end consumer.
Other important stakeholders include the media,

governments, pressure groups, suppliers,

distributors, general public, local communities, shareholders and banks. Each
communication needs to be tailored to the appropriate audience. This is a difficult

process to manage as the message needs to be interpreted in the intended way.
Public relations, for example, especially when dealing with negative publicity, needs

to be sensitive in its approach and managed well. It is also essential that the
organisation develops a good, working relationship with employees and agencies that
it deals with. Different marketing communication tools can be used to convey

messages such as advertising, direct marketing, personal selling, public relations, e-
marketing and trade exhibitions to name a few. The organisation needs to determine

an integrated approach to its communication strategy and use a variety of tools in
which to accomplish this.