What is The Role of Marketing Communications

It is possible to deduce that marketing communications are about promotion of both the organisation and its offerings. Marketing communications recognise increasing role that organisation plays in the marketing process and the impact that organisational factors can have on the minds of audiences. As structure, composition and sheer number of offerings in some markets proliferate, so differences between products diminish, to the extent that it has become much harder to differentiate between products. This results in a decrease in number of available and viable positioning opportunities. One way to resolve this problem is to use parent organisation as an umbrella, to provide greater support and leadership in the promotion of any offerings - Therefore the earlier reference to emerging strength of corporate marketing.