Dynamics of 21st Century Marketing Communications - Prateek Kanchan - Bog

The books goes into the aspects related to marketing communications which are very much prevalent in the 21st century. In 2018, when marketing communications involves a judicious mix of various types of communications for the overall best results for the company¿s marketing efforts, no company can ignore the importance of long existing tools for the same with current applications keeping in mind the ever changing dynamics of media and media options. Supporting media, direct marketing, and sales promotion have always been there for companies to use from time to time as well as simultaneously keeping in mind their marketing communications goals, which are always dynamic in current hyper-competitive times. The book takes its journey into these three aspects of marketing communications and tries to unearth what is being done in current times with examples in all these areas. Part A discusses supporting media and its role in making marketing communications result oriented. which can be the main media with some companies. Part B discusses the role and importance of direct marketing in dynamic times of mobiles and internet.Part C enumerates importance of sales promotion in current times.