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When undertaking any business activity, it is important to have a strategic plan. A strategic plan will offer a guideline on the way specific activity should be approached. It will enable the staff, management, and the stakeholders to assess the level of achievement in the organization. The results obtained will be compared with the projections estimated in the strategic plan. Marketing communication is an important aspect of any organization (Cheung & Thadani, 2012). It involves the language and presentation used when creating product awareness and encouraging customers to buy products and services offered in the organization. In any business, the customer is considered as the main stakeholder, as without them the business will not operate live alone succeeding. However, the language or method of communicating with the customer is valued. In most of the successful business organizations, they allocate more funds for training staff that interacts with customers and the best methods of communicating with the customers.Strategic Approach to Marketing Communications
Marketing communication represents the voice of the organization. Any business organization communicates its level of operations regarding sales, profits, and any other information intended to reach the customers, stakeholders, and any other interested party. Before the investors decide to invest in the business, customers to buy the products, and suppliers to offer various materials, they should receive information about the business through marketing communication. It also helps it attracting talents to the organization (Oh, Ozkaya, & LaRose, 2014).
Marketing communication mix is the act portrayed by an organization by mixing various marketing strategies while delivering its message to the customers, suppliers, and other stakeholders. It involves the use of direct marketing, sales promotion, public relations, personal selling, and advertising. Its use has helped organizations to succeed in their operations. It also enables the business to approach their target customers with the use of effective marketing strategies with diverse perspectives. The effectiveness of marketing communication mix has been experienced in various organizations (Yang, Kim, & Yoo, 2013). Due to the nature of the target market, geographical locations,….....