Marketing communication

Conceiving, constructing, developing and rooting the ideas you want to see integrated by the people you intend them for - that's what this book is all about, chapter by chapter. At the outset, the author offers a tool for understanding an organization, in order to communicate a coherent image. Then, with successive strokes, he describes how a human being processes the information he receives, integrating it into his personality or rejecting it. Based on his theories of behavioral development, the author proposes an integrated approach to marketing communications, a "com plan" that calls on all the dimensions of the intelligence and personality of the individual it addresses. Setting objectives, determining audiences, ideation and creativity, choosing messages and selecting traditional and digital media according to their ability to deliver them - this is how the communication plan develops step by step, along with the knowledge it requires for its creation and implementation. The plan concludes with the design of indicators and procedures for measuring the effects of communication on each of the targeted dimensions of the individual's personality, an essential condition for adapting the plan to the changing universe of the environment.

From the small business to the transnational, from the lone influencer in front of the camera to the global philanthropic group, from the local candidate to the national political party, from the blacksmith to the web designer, from the non-profit organization to the one in a hurry to get rich, or more simply from the marketing of products or services, effective marketing communication is built using the theories and practices presented in this book.