Publications
Publications
- November 1975 (Revised September 1992)
- HBS Case Collection
Communications Policy
Abstract
Introductory note on communications policy for use in first year marketing. Focuses on: Target selection; message delineation; communications intensity; alternative communications; means and media; economics of communications decisions; and need for consistency in communications programs. Assumes that students have previously read Consumer Analysis, Market Analysis, and Note on Marketing Arithmetic and Related Marketing Terms.
Keywords
Citation
Star, Steven H. "Communications Policy." Harvard Business School Background Note 576-086, November 1975. (Revised September 1992.)