A Nike store. Nike Inc.’s promotion

A Nike store. Nike Inc.’s promotion activity in the marketing communications mix is a balance between attracting new customers and keeping current ones in the athletic footwear, apparel, and equipment industry. Nike Inc. uses its promotional mix or marketing communications mix to communicate with target customers in the global athletic footwear, apparel, and equipment industry. A company uses marketing communications to promote its business and products, considering the dynamics of its target markets. The marketing communications mix is also called promotion, which corresponds to the promotion component of the marketing mix or 4Ps. The company is a good example of a business that uses different kinds of communication in its promotion activities. The firm’s marketing communications mix is easily observable in the market, in the form of advertisements and other activities. The company’s success puts emphasis on the benefits of effective marketing communications. In this regard, other firms can learn possible best practices in promotions from this business case. Nike’s marketing communications mix is effective because of the balance it creates between attracting new customers and keeping existing customers.