Marketing communication: principles and practice

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there is an investment in engaging people in issues that if successful, will change the way
the market operates. 
(See www.vhi.ie)
Note
: 
a
The assistance of Mark Cohen, Marketing Director, VHI, and Tara Buckley, General Manager
for Corporate Communications, VHI, is gratefully acknowledged.

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Wilson, R. M. S., Gilligan, C. T. and Pearson, D. J. (1992) 
Strategic Marketing
Management: Planning, Implementation and Control
, Oxford: Butterworth-
Heinemann/CIM. This book comprehensively (and readably) deals with many
issues of planning marketing system operation. 
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chapter 
sixteen
PLANNING,
EVALUATING, AND
CONTROLLING THE
MARKETING
COMMUNICATION
SYSTEM AND
PROGRAMME
LEARNING POINTS
Careful study of this chapter will help you to:
• conceptualize marketing communication planning in terms of the
appreciative system
• consider planning in relation to the overall marketing communication
system and communication programme requirements for marketing
performance
• structure your thinking about planning around a simple, coherent planning
framework that is based on evaluation and control as essential management
functions, but not merely as an annual cycle of decision-making

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The mark of a good action is that it appears inevitable in
retrospect.
(Robert Louis Stevenson)
Everything should be made as simple as possible, but not
simpler.
(Albert Einstein)