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Home→The Westburn Dictionary of Marketing→M→marketing communications mix

marketing communications mix

Definition:
A subset of the MARKETING MIX in the form of a 'menu' of MARKETING COMMUNICATIONS methods available to be deployed in the pursuit of MARKETING STRATEGY objectives, consisting mainly of: ADVERTISING, PUBLICITY, SALES PROMOTION, PACKAGING and PERSONAL SELLING. Though the last element is routinely included in published definitions, its distinctive characteristics - particularly the direct and unmediated person-to-person communication involved - should probably place it in a category by itself. In McCarthy's celebrated 'four Ps' version of the MARKETING MIX, the term 'promotional mix' has exactly the same meaning.

Cross-References:
[personal selling] [marketing mix] [marketing communications] [marketing strategy] [advertising] [publicity] [sales promotion] [packaging]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Keith Crosier], [1998].