Marketing communications extends beyond the specific promotional tools. We have discussed at length the importance of aligning

❶ Marketing communications extends beyond the specific promotional tools.

We have discussed at length the importance of aligning the marketing mix so that the customer communication is consistent. Suppose a disposable coffeecup manufacturer wished to present its ‘eco-credentials’. How could this be achieved by aligning the marketing mix and communications mix? In your answer, consider how the product, price and distribution of a good or service can affect the brand. (Learning Objective 1) (AACSB: Reflective Thinking)