The Busy Marcom Department
As discussed in Chapter 2, marketing communications — or marcom as it is known in the industry — is a broad term. It refers to the creation and production of brochures, Web pages, e-mail campaigns, newsletters, advertising, press releases, virtually anything involving marketing and publicity, online or in print.
So don't assume that the projects featured in this chapter represent the entire spectrum of marketing communications. Not even close! They are only listed here to prevent them from slipping through the cracks. A white paper, for example, has become one of the most popular documents produced in business-to-business marketing. But is it advertising? Public relations? Sales communications? The answer is all of the above and none of the above. But there is one thing for certain: it is marketing communications.
Marketing communications is a huge field. Most large companies have a marketing communications manager, or even an entire marcom department complete with writers, designers, and production coordinators. There are also agencies that are referred to as marketing communications firms.
