Your Marketing Plan: Thinking Through Social Media Strategy The primary role of marketing communications is to maximize sales by aligning an organization's selling process with its customer's buying process. Effective marketing communications begins with a thorough understanding of these processes, which can be achieved by linking an organization's strategic positioning to its marketing plan. The audience base for the health and human services industry can be broadly categorized into two markets: business-to-business (B2B) and business-to-consumer (B2C). The B2B market requires a less interactive social media strategy as consumer relationships do not often relate . . .
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