Marketing Communications: Examining the Work of Practitioners in the United States, Japan and Chile

T Griffin, D McArthur, T Yamaki and P Hidalgo

This comparative paper supplements two previous ones, all focusing on comparisons of the manner in which corporate practitioners in the US, Japan and Chile manage marketing communications.

Marketing Communications: Examining the Work of Practitioners in the United States, Japan and Chile

Tom Griffin,David McArthur,Toshio YamakiandPedro Hidalgo

INTRODUCTION

This paper focuses on two aspects of marketing communication management in Chile, Japan and the US which were not treated in two previous papers (Griffin et al.,1998a and 1998b). Those studies dealt with advertising management and the role of the advertising agency in providing communication services. This study looks at the overall function of marketing communications in two ways; first by examining the time and attention managers give to selected tasks and...

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