At the heart of the marketing plan is the system by which the business or organization communicates with its target audience. In his book "Marketing Communications" by John Egan, a professor at Middlesex University Business School in London, defines marketing communications or marcom as the process used by suppliers (of products, services values or ideas) to communicate with a target audience. The goal of the communication is to stimulate dialogue that will lead to developing a relationship.
Marcom encompasses a wide range of possible activities, including;
1. Personal selling--being face-to-face with the customer or prospect.
2. Direct Marketing--sending promotional or sales material to a specific target audience.
3. Advertising--using various mass media to offer a promotional or sales message to a broad audience.
4. Sales Promotion--offering incentives to purchase
5. Public Relations and Publicity--indirect promotion via third-party media.