This issue of Waypoints
focuses on the theme of communications. Nancy Ansheles has done a tremendous job addressing the critical topic of personal and workplace communications in our Cover Story Q & A, while Dean Brenner’s compelling Management Corner column on teamwork includes internal communication as an integral part of the glue necessary for making business success stick. As part of our editorial mix, I’m pleased to contribute and address the need for strong marketing communication, and to share why I believe every Sail America member should take time to seriously consider this topic and then apply the principles to their respective business.
This past month, I conducted a strategic marketing session for the executive leadership team of an Atlanta-based, multi-location corporation. Prior to the event, one of the group’s top managers pulled me aside and asked, “What makes for good marketing?”
We spent the next several hours together as a team drilling down to discover that answer. While we don’t have that luxury, I’d like to briefly submit what I believe is the cornerstone and foundation for “good marketing.”
First, however, let me make an important distinction in terminology that is often a source of confusion. What is marketing communications
(often abbreviated as...