The Marketing Communications and Relationship
by Chris Fill
Running time: 30 mins
In this lecture, the role of marketing communications within the development of buyer/seller
relationships is explored from an audience perspective. The first part of the lecture considers a range of forms of
communications, and the second examines a range of exchange preferences. The final part brings these two elements
together in the form of a marketing communication/relationship dynamic. This video shows how understanding an
audience’s preferred relationship with a supplier should shape the type of marketing communications mix used to
communicate with them.
Topics included:
- Intro to marketing communications class
- Principal forms of communication
- Types of relationships
- The marketing communication relationship dynamic
- Conclusion - Q&A