Abstract
Marketing Communications, referred to as the “voice” of the company and its brand, is one of the four principles of marketing, which strives to engage the consumers in a dialogue to build brand equity and relationships among consumers.
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Kumar, A., Bosangit, C. (2014). Introduction to Marketing Communications and Social Media Marketing. In: Mutum, D., Roy, S., Kipnis, E. (eds) Marketing Cases from Emerging Markets. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-36861-5_18
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DOI: https://doi.org/10.1007/978-3-642-36861-5_18
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