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Marketing communications serves a host of roles within an organization. Discuss these roles with respect to both pre-purchase and post-purchase phases. Describe a recent commercial or other form of advertising you recently viewed that did not effectively communicate the benefits of the product or service. What could they have done better within their marketing communications?
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Marketing is geared at building lasting relationships with an organization’s customers and is therefore focused on communicating with the customer throughout the entire decision making process (Kerin, & Peterson, 2013).
A customer’s decision to purchase a product good or service indicates a successful marketing campaign. A failure to purchase indicates non-achievement of a marketing campaign goals and objectives.
In addition, when a customer makes repeat purchases, this indicates an achievement of the goal of building a relationship through marketing initiatives (Percy, 2014).