Managing the Marketing Communications Mix

Journal Articles

The first three articles have been provided open access. Some links require journal subscription access which may be available through your university.

Ashcroft, L. (2010), Marketing strategies for visibility, Journal of Librarianship and Information Science, Vol. 42, No. 2, pp. 89–96.

Building on reputation and image as a basis for relevance and being indispensable, according to Ashcroft, should be a goal of any organisation in order to promote themselves favourably across a wide range of audiences. This article discusses getting the timing right, with the right resources and the right communication, regardless of type of organisation, but focuses on libraries and the use of sponsorship and getting favourable media coverage. The article also advocates ongoing evaluation to inform the use of marketing techniques to build on success and maximise publicity.


Miller, R. (2002), A prototype audit for marketing communications professionals, Marketing Theory, Vol. 2, No. 4, pp .419–428.

Identifying and measuring functional marketing skills organisations need in the marketing communications area is advocated in this article that is concerned with job design, recruitment, training and outsourcing. The author provides a framework for skills definition and measurement in planning their careers in the knowledge that a better understanding of the marketing communications expertise required enables educators to offer courses in relevant applied marketing communications.


Payne et al. (2011), Placing a hand in the fire: assessing the impact of a YouTube experiential learning project on viral marketing knowledge acquisition, Journal of Marketing Education, Vol. 33, No. 2, pp. 204–216.

The authors’ goal in this article is to evaluate the effectiveness of an experiential learning social media project that was integrated into the curriculum. The article shows how this project had an effect on student engagement, motivation, team management and communication skills while at the same time showing how the project promoted learning in the area of consumer-generated advertisements and viral marketing.


Fall, L. T. (2004), The increasing role of public relations as a crisis management function: an empirical examination of communication re-strategizing efforts among destination organisation managers in the wake of 11th September, 2001, Journal of Vacation Marketing, Vol. 10, No. 3, pp. 238–252.

The article discusses the increasing role of public relations as a crisis management function. Fall’s study looks at the relationship between advertising and PR in the tourism context post-9/11. This is examined within a crisis communications framework and the study examines how messages are being restructured, how primary publics are being re-focused and how communication tactics are being retooled. The study shows that after this watershed, a sizable proportion of tourism professionals have re-focused efforts and re-adjusted objectives and that advertising has decreased while PR has increased in marketing communications mixes.


Huang, L., Yung, C. and Yang, E. (2011), How do travel agencies obtain a competitive advantage? Through a travel blog marketing channel, Journal of Vacation Marketing, Vol. 17, No. 2, pp.139–149.

This article looks at the external environmental forces in a travel agency context, with particular reference to the adoption of a travel blog marketing channel and consequently looks at strategy development and performance measurement indicators. At the heart of this is the use of blogs as part of business strategy impacting on distribution and communications.