Inderscience Publishers

Communication Planning: current situation analysis and future developments in different markets

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Communications Planning implies a process of integration between several communication tools with the aim to support the implementation of a corporate brand strategy, as the consequence of several market changes. The aim of this paper is analysing what the Communication Planning origins and main perspectives are, explaining the main features of the Communication Planning process, in an attempt to find out the reasons of its development.

Keywords: communication planning, branding, direct communication, channel neutral planning, integrated marketing communication, advertising, customised communication, customer, UK, United Kingdom, Italy, corporate brand strategy

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