Modern marketing calls for more than developing a good product, pricing it attractively,
and making it accessible. Companies must also communicate with present and potential stakeholders and the general publics. For most marketers, therefore, the question is not whether to communicate but rather what to say, how and whe to say it, to whom, and how often. Consumers can turn to hundreds of cable and satellite TV channels, thousands of magazines and newspapers, and millions of Internet pages, and they are actively deciding what communications they want to receive. To effectively reach and influence target markets, holistic marketers are creatively employing multiple forms of communications.