Marketing communication: principles and practice

partnerships will extend to production and distribution to ensure a
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BOX 17.2
ISSUES, REGULATORS, AND LEGISLATION
Marketing managers have to keep abreast of legislation and other forms of regulation
that can limit their actions or lead to claims of unprofessional conduct:
•
marketer–agency contract
•
intellectual property rights: copyright, trademarks, passing-off, confidentiality
•
comparative advertising (Comparative Advertising Directive)
•
the Internet: civil and criminal law on libel, copyright, proposed directive on
electronic commerce, conditions and disclaimers on website content
•
data protection (Data Protection and Privacy Regulations; Data Protection Act 1998)
•
consumer protection: trade descriptions, coupons, unfair contract terms (Unfair
Contract Terms Act 1977)
•
advertising standards: codes of advertising and sales promotion practice
•
telemarketing: telecommunications (data protection and privacy), Telephone and
Fax Preference Service, ICSTIS
•
direct marketing: mailing preference service, e-mail preference service
•
prize promotions: competitions, lotteries, free draws

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MARKETING MANAGER
Description
Responsible for developing the marketing strategy and customer proposition, in order to
deliver maximum value for business and grow customer traffic. 
Plan and manage all promotional activity for the company, including the development of
marketing media and general relationship management strategy with customers. 
Responsibilities
Research target customers
Benchmarking approaches to the market and identifying/monitoring new product
development
Developing product plans for key products and services based upon the market research
and segmentation
Assist in new product development to maintain and build market share
Packaging of products and services for client and target markets
Briefing/managing external agencies providing marketing services
Briefing/training on products and services for industry groups, e.g. advertising, PR
Liaising with trade marketing in connection with client/account retention programmes
Developing mechanisms to measure marketing effectiveness and ensure appropriate 
follow-up actions
Costing marketing activities and working within marketing budget to deliver effective
marketing against individual product/ service plans.