1. The Publications By Melanie Katz and Tiffany Roca of Marketing Marketing The Publications The Publications The Publications The Publications Communications Communications

2. Professionals in the marketing field use numerous publications in order to reach their audience. There are two primary kinds of texts they use: Internal & External Memos Financial Journals Press Releases Marketing magazines Etc. Magazines Quarterly releases

3. Memo Internal Text What are memos? -A formal way of communicating within a company -Memos are typically in the format of a letter (They open and close formally).

4. External Text Quarterly Releases A quarterly filing made by public companies to report their performance. Included in earnings reports are items such as net income, earnings per share, earnings from continuing operations and net sales. These reports follow the end of each quarter. Most companies file in January, April, July and October. Read more: http://w ww.investopedia.com/terms/e/earningsreport.asp#ixzz1gYFeucrV

5. External Text Marketing Magazines External texts such as marketing magazines inform a specific audience on the marketing aspects of current businesses.

6. External Text Financial Journals What are Financial Journals? An accounting record whe re all business transac tions are originally entered. A journal details which transactions occurred and what accoun ts were affe cted. Journal entries are usual ly recor ded in chronological ord er, and using t he double-entry method of bookkeeping (I nvestor Words).

7. External Text Other Magazines (which are related in content) Other magazines which are not directly related in content to a business is a form of horizontal marketing- a marketing strategy which reaches audiences on different levels within an industry. For example, Starbucks not only sells drinks, but ice-cream.

8. External Text Press releases A press release is a written public relation announcement made to draw media attention to a specific event or product launch. A press release can be very newsworthy, however, a press release can also be total hype (Bellis).

9. Often, many marketing professionals provide guidance for one another through scholarly case studies of brands This is a cigarette company’s brand case study Where does guidance come from? -Corporate companies (internal documents). -advertising practitioners (case studies and testimony transcripts). What are the benefits? - Companies can achieve great brand equality and shareholder value.

10. Marketing Values an influential brand is one with the qualities mentioned above. It is the job of the company to positively incorporate the product into the consumer’s lifestyle Give as much “product value” the customer as possible- when customers believe they are getting the best product for their money, they will be loyal avoid deceiving the customer- it will not only make you lose business, but it is also bad business practice.

11. The constantly changing direction of marketing Mobilized digital technology has helped not only the companies promote themselves, but consumers accommodate their needs. The Starbucks app, for example, helps consumers keep track of their Starbucks card balance and rewards. It also allows consumers to send eGifts and buy products from the Starbucks Store with a simple touch of a button.