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

Authors: Claudio Vignali, Claudia Rasicci

Addresses: The Leslie Silver International Faculty, Leeds Metropolitan University, Civic Quarter, Leeds LS1 3HE, UK. ' Universita Politecnica delle Marche, Piazzale Martelli 6, 60121, Ancona, Italy

Abstract: 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.

DOI: 10.1504/IJBG.2008.017684

International Journal of Business and Globalisation, 2008 Vol.2 No.3, pp.310 - 329

Published online: 26 Mar 2008 *

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