Abstract
Through this document we will try and understand what is implied by marketing communications. I have divided my presentation into five parts. First of all we'll go through a couple of definitions. Then we'll talk about the components of the marketing mix and marketing environment. In the third part, we'll see what's the role of marketing communications. In the fourth part, we'll talk about the marketing communications mix. Finally, in the last part of the document, I will present the factors influencing the composition of the marketing communications mix. Many definitions have been proposed to define what marketing communications is. First of all, we have to wonder what communication is generally speaking. We can say that communication is a process that involves the exchange of messages between two or more parties. Another approach consists in saying that marketing communications gather most of the promotional elements of the marketing mix, that is to say communications between an organization and its target audience.
