Page 196 - GLOBAL STRATEGIC MARKETING

8 International Channels of Communication

Learning Outcomes

At the end of this unit you should be able to:

• Recognise the value of an integrated strategy

• Develop an understanding of the different stakeholders involved in
communications

• Appreciate the nature and role of communications in implementing
international marketing strategies

• Understand the value of effective marketing communications and how
they might be developed within the context of the international market
mix.

8.1 Introduction

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 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 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 uses
a variety of tools in which to accomplish this.

8.2 Different stakeholders