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- Title
The Communications Audit--Basic to Business Development.
- Authors
Strenski, James B.
- Abstract
The communications audit has become an increasingly important and recognized business development tool. However, there is still a wide misunderstanding of what it is, how it works and why it's important. The communications audit, or in today's more popular idiom, the marketing communications audit, is basically a survey of important constituency perceptions and how they mesh with marketing goals. This means cross-fertilizing internal management, client, prospect, and specified perceptions with the organizational marketing plan. The end result is a marketing positioning, a communications foundation, on which to base a cost-effective business development program. The marketing communications audit must be initiated with management and staff commitment and cooperation. This means an understanding of and appreciation for the costs and time commitment required. Marketing positioning audits ate best conducted through personal interviews and in some cases a combination of the personal interview with telephone interviews, depending upon the size and number of the samples to be surveyed.
- Subjects
BUSINESS communication; MARKETING audits; MARKETING management; MARKET positioning; COMMUNICATION; COST effectiveness; AUDITING; MARKETING planning; INTERVIEWING; MARKETING strategy
- Publication
Public Relations Quarterly, 1984, Vol 29, Issue 1, p14
- ISSN
0033-3700
- Publication type
Article