C/M/154. Marketing Communications Strategy and Practice

This paper reviews the issues of the communication mix strategy in the business context of travel industry. The first area of concern is the range of communication tools that might be integrated into communication mix strategy (online and offline communication tools). The paper justifies the use of each of the suggested tools, reviews the general considerations that shall be made prior to the devising of the communication mix strategy and reviews the issue of the measurement of the effectiveness of the applied communication tools. The second area of concern is corporate identity and its differentiating importance. The discussion shows that the corporate identity is directly linked to the issues of business ethics and can be significantly damaged by various emerging force-majeure situations.