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- Title
A "Systems Approach" to Industrial Marketing Communications.
- Authors
Christian, Richard C.
- Abstract
The article discusses the measurement of return on marketing investments in industrial companies. The author believes the recent trend of an increase in the concern of management stems from three factors; the increasing importance of marketing in industrial companies, the importance of marketing communication, and the consequences of communications failures in marketing. A systems approach, he believes, should consist of 12 stages, some of which include; establishing the company's mission, pinpointing the market situation, creating a competitive edge, defining the role of communications, selecting communications objectives, establishing benchmarks for measuring effectiveness, and developing a marketing strategy.
- Subjects
INDUSTRIAL advertising; INDUSTRIAL marketing; COMMUNICATION in management; MARKETING; RATE of return; ADVERTISING agencies; MARKETING management; RATE of return on advertising; INDUSTRIAL publicity; FINANCIAL performance; ADVERTISING spending; INVESTMENTS
- Publication
Journal of Marketing, 1964, Vol 28, Issue 4, p64
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1177/002224296402800412