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Integrated Marketing Communication and Its Impact on Consumer Behavior

-Hall. Kotler, Ph. & Keller, K.L. (2012) Marketing Management, 14th edition , Prentice Hall. Percy, L. (2008) Strategic Integrated Marketing Communication- Theory and practice , Butterworth-Heinemann. Popescu, I.C. (2002) Comunicarea în marketing: concepte, tehnici, strategii, Ed. a 2-a rev. și adaug ., Uranus Publishing House, Bucharest. Schultz, D.E., Tannebaum, S.I., and Lauterbuin, R.F. (1993) Integrated Marketing Communications , Lincolnwood, IL : NTC Business Books. Yeshin, T. (1998) Integrated Marketing Communications. The holistic approach

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Museum’s marketing communication tools – results of empirical research

Abstract

The aim of the article is to present the results of a quantitative survey of marketing managers in Polish museums on the marketing communication tools used in these institutions. The survey was conducted using the CAWI method in 2017 on a group of 85 marketing managers in museums. In the study, the scope of application and the importance of particular marketing communication tools for museums were established. It has been shown that advertising and Public Relations have a key role in the promotion of museums, in particular contact with the media and the organization of events. This study shows that a large group of Polish museums uses a fairly narrow range of marketing communication tools and that they only sporadically reach for modern communication tools. The article also presents the factors that have a positive and negative impact on the possibility of implementing effective marketing communication in museums.

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Perception of External Marketing Communication of Companies by Young Customers

; FRĄCZEK A., ROBAK P. (2008), Ocena skuteczności reklamy [online: June 20, 2017], www.mfiles.pl/pl/index.php/Ocena_skuteczno%C5%9Bci_reklamy; JEDLIŃSKI P., KRUSZCZAK K. (2009), Efektywność [online: June 20, 2017], www.mfiles.pl/pl/index.php/Efektywno%C5%9B%C4%87; KACZMARCZYK S. (2015), The Basic Classification of Marketing Communication,[in:] Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu, Issue No. 39; KOSIELIŃSKI S. (2016), Zawrotna kariera bikona [online: June 23, 2017], www

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Principle Differences between B2B and B2C Marketing Communication Processes

References 1. Camilleri, M. A. (2018). Integrated Marketing Communications / In Travel Marketing, Tourism Economics and the Airline Product. – Cham, Switzerland: Springer Nature, pp. 85–103. 2. Duralia, O. (2018). Integrated Marketing Communication and its Impact on Consumer Behavior // Studies in Business and Economics. Vol. 13, Issue 2, pp. 92–102. doi:10.2478/sbe-2018-0022. 3. Falát, L., Holubčík, M. (2017). The Influence of Marketing Communication on Financial Situation of the Company – A Case from Automobile Industry // Procedia Engineering

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The focus of marketing communication efforts of smes within south Africa

References American Marketing Association. (2013), “Definition of marketing communication” Available at: <https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx> (accessed June 27, 2016). Ahmed, B. and Husain, S.T. (2014), “E-marketing - A paradigm shift in the 21st century”, in Patil, D.B, Bhakkad, D.D. (eds). (2014), Redefining Management practices and marketing in modern age, Atharva publications. Amirkhanpour, M., Vrontis, D. and Thrassou. A. (2014), “Mobile marketing: a contemporary strategic

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Will the use of Virtual Reality Lead to a Revolution in Marketing Communication?

., Scateni R. (1998). Virtual reality: Past, present and future, Studies in health technology and informatics , 02/98. 8. Grudzewski F., Awdziej M., Mazurek G., Piotrowska K. (2018). Virtual reality in marketing communication — the impact on the message, technology and offer perception — empirical study. Economics and Business Review , Vol. 4 (18), No. 3, 2018: 36–50. 9. Hajduk G. (2016). Challenges for marketing communications in the digital age. [w:] G. Mazurek & J. Tkaczyk (Eds.), The impact of the digital world on management and marketing (pp. 183

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Marketing communication in Tourism Connection challenges in new service sectors

Abstract

The drive for sensational, adventurous and unique experience is a growing tendency in contemporary society. Services adapt to this demand and communication is a main tool of support for these redefined services. Communication can redefine every known type of service by shaping expectations regarding interaction among parties, place of action, time of use, management methods, results and purpose of the information. The mass tourism is evolving into a variety of forms and one of the segments growing in importance is the Adventure tourism which requires, along with the complex and demanding activity, a more specific and canalized interaction on all levels and in all stages. The perception of an activity or a place, the gained support, the safety measures, emergency situations and general opinion are results of the marketing communication. This study observes the Adventure market in terms of reasons, types and trust, by leading a qualitative exploratory research and in-depth interviews with 18 actors and participants and expressing ways of adequate addressing. Romania is a newcomer on the Adventure tourism market and provides opportunities to test approaches.

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Marketing communication as a tool of building tourism destination competitiveness – selected issues / Efektywna komunikacja marketingowa jako element budowania konkurencyjności destynacji turystycznej

turystycznym , Almamer, Warsaw. 12. Upadhyaya M. (2012), influence of Destination Image and Destination Personality: An Empirical Analysis , “Journal of Marketing and Communication”, Vol. 7, No. 3. 13. Vanhove N. (2005), The economics of tourism destinations , Elsevier Butterworth-Heinemann, Oxford ; 14. Varey R. (2002), Marketing Communication . Principles and Practice, Routledge, London. 15. Wiktor J. W., (2001), Promocja. System komunikacji przedsiębiorstwa z rynkiem , Wydawnictwo Naukowe PWN, Warsaw.

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Integrated marketing communication — concepts, practice, new challenges

Abstract

Integrated marketing communication evolves evidently with the development of today's markets, their participants and technology - in the light of contemporary research. The objectives of this article are: firstly, to show the evolution of the models of integrated marketing communication ICM in the light of current research; secondly, to analyse the configuration of various ICM tools (traditional and Internet) which constitute the level of operationalization of ICM models and thirdly, to formulate business and brand implications. The article is based on research-based secondary sources (scientific journals) and empirical (case study). The results of the discussion are: the concept of the strategic dimension of integrated marketing communications in the enterprise and the proposal of its operationalization in the form of a 360 degrees communication model.

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Dispute about Public Relations - Between Social and Marketing Communication

Abstract

Ever since the Kotler’s promotion-mix concept based on the most traditional model of four pillars - advertising, public relations, sales promotion and direct sales has become commonly known, PR has been treated as one of many, typically marketing, impact tools. This perception is particularly characteristic for the science of marketing management and publication. Meanwhile, it is often forgotten that public relations is the management of communication, which may be used in marketing communication, however it is a much broader meaningful concept, giving greater perspectives of use. This article refers to defining a place of public relations between two asymmetric areas of communication - social and marketing one. Basing on literature analysis, the authors define key factors differentiating both perspectives, they also evaluate the proposals for introducing new concepts into the media and communication terminology, indicating the distinctiveness of both conceptual categories.

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