MC-revise work Essay Example | Topics and Well Written Essays - 3500 words

MC-revise work - Essay Example Now marketing is quite a broad area, which embraces various aspects like price, place, promotion and product. These four aspects form a marketing mix of a firm. As far as the issue of marketing communications is concerned, it actually refers to the area of ‘promotion’ in a marketing mix. In most of the business organizations, marketing communication strategies are found to be in integrated form in the sense that it combines several aspects together. Just like has the broad area of marketing itself, marketing communication also has a mix. Under a marketing communications mix, different elements of communications are incorporated in different quantities to form a campaign. A marketing communications mix comprises of elements like sales promotion, publicity, advertising, direct marketing, e-marketing, branding, and sponsorships and so on. All these elements are generally referred to as marketing communications tools. With time, marketing communications is getting more interrelated, and hence it would be quite interesting to conduct a comprehensive study of different marketing communications strategy applied by the firms in today’s internationalized world where intensity of competition has increased significantly and hence to survive in the market excellent communication strategies are needed to be undertaken. This paper attempts to conduct a case study of a well known firm in the international fashion world, Zara, to analyze its current communication marketing strategies and to provide a marketing communications plan that would help the firm in enhancing its promotional capabilities and help attracting more customers to its stores across the world. However, before moving into the case study analysis, it would be beneficial to provide a brief discussion on different communication theories and various marketing communications tools to enhance the understanding of this marketing issue. The term ‘communication’ refers to exchange of information. An