<abstract xmlns="http://www.w3.org/1999/xhtml"><p>External marketing communication of companies is a purposeful process of transferring information to the company’s environment - society, competitors, clients and receiving their feedback. Based on the signals, the company adapts its way of communication. Choosing the most suitable type of communication may be one of the factors deciding about a company’s success. Even the best offer would not be able to attract customer’s attention if the information did not reach one. The article combines secondary data - results of the research conducted in Polish companies regarding the use of communication tools, and primary data obtained from own surveys carried out on students regarding the perception of those tools. The purpose of the article is to evaluate the perception of different communication forms by young customers.</p></abstract>

External marketing communication of companies is a purposeful process of transferring information to the company’s environment - society, competitors, clients and receiving their feedback. Based on the signals, the company adapts its way of communication. Choosing the most suitable type of communication may be one of the factors deciding about a company’s success. Even the best offer would not be able to attract customer’s attention if the information did not reach one. The article combines secondary data - results of the research conducted in Polish companies regarding the use of communication tools, and primary data obtained from own surveys carried out on students regarding the perception of those tools. The purpose of the article is to evaluate the perception of different communication forms by young customers.

Perception of External Marketing Communication of Companies by Young Customers

Social Communication

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

{"article-title":"Perception of External Marketing Communication of Companies by Young Customers"}

External marketing communication of companies is a purposeful process of transferring information to the company’s environment - society, competitors, clients...

Perception of External Marketing Communication of Companies by Young Customers

Published Online: May 17, 2018

Page range: 14 - 24

DOI: https://doi.org/10.1515/sc-2017-0008

Keywords
external communication of companies, marketing tools, marketing communication

© 2018

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Perception of External Marketing Communication of Companies by Young Customers

Published Online: May 17, 2018

Page range: 14 - 24

DOI: https://doi.org/10.1515/sc-2017-0008

Keywordsexternal communication of companies, marketing tools, marketing communication

© 2018

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
external communication of companies, marketing tools, marketing communication