Abstract:
The opening sentence contains the word ‘engage’. ‘Engagement’ refers to the nature
of the communications that can occur between people, and between people and technology.
There is no universally agreed definition of the term ‘engagement’, and it is used in
many different contexts
Description:
Promotion is one of the elements of the marketing mix and is responsible for communicating
the marketing offer to the target market. While recognising that there are
implicit and important communications through the other elements of the marketing mix
(through a high price, for example, symbolic of high quality), it is the task of a planned
and integrated set of communications activities to communicate effectively with each of
an organisation’s stakeholder groups.
