Question

Topic: Other

Marketing And Marcom ... Relationship

Posted by mgoodman on 2/23/2009 at 8:06 PM ET 500 Points
A friend and I disagree on whether Marketing is part of Marcom, or if it's the other way around.

We'd be interested in YOUR opinion and understanding of the two functions. Is Marketing part of Marcom, or is Marcom part of Marketing? Either way, if one is part of the other, what are the other components? How is Marcom different from Marketing?

Note: Collective response may be referenced in a book to be published later this year. (No individual comments will be identified unless we get your specific permission and a release.)
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RESPONSES

  • Posted by Peter (henna gaijin) on 2/23/2009 at 8:13 PM Accepted
    Marcom is a part of Marketing.

    Marcom main function is promotion, which is one of the 4 Ps of marketing.
  • Posted by wnelson on 2/24/2009 at 12:58 AM Accepted
    Marcom is a tiny little wee part of marketing. Marketing is a process that involves Analysis, Strategy, Planning, and Executing to achieve results. Marketing is also a functional or organizational level discipline.

    Marcom, on the other hand, is the action of cohesive communications of the strategy to the world. It includes public relations, advertising, interaction with the press, etc. Marcom is the function that implements the strategy and is at the tail end of the process.

    Wayde
  • Posted by SteveByrneMarketing on 2/24/2009 at 1:27 AM Accepted
    All marcom's by whatever title report to the senior marketing executive, usually CMO or SVP Marketing.

    However in any given situation, a marcom knows much more about marketing than the person he/or she is reporting to.
  • Posted by mgoodman on 2/27/2009 at 8:18 AM Author
    Thank you all for your comments and input.
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