Relevant bibliographies by topics / Marketing communication

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Marketing communication'

Author: Grafiati
Published: 4 June 2021
Last updated: 20 February 2023

Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles

Select a source type:

Consult the lists of relevant articles, books, theses, conference reports, and other scholarly sources on the topic 'Marketing communication.'

Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.

You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.

Journal articles on the topic "Marketing communication"

1

Schafer, Peter. "Interactive Marketing." Communicare: Journal for Communication Studies in Africa 10, no. 1 (November 10, 2022): 5–30. http://dx.doi.org/10.36615/jcsa.v10i1.2030.

Full text
Abstract:
Increasing competition, declines in consumer demand and consumers that are more strategic than ever before have led to saturation and stagnation in a number of well-developed markets. Corporations have begun to realise that constructive forms of marketing communication in such markets imply that all business efforts need to be directed at relationship-building with consumers, Le. all communication instruments, including advertising, personal selling, sales promotion and corporate identity as well as conventional direct and database communication need to draw on personalised and targeted methods and media if marketing is to remain cost-effective. Technological developments in interactive communication, telecommunication and digital marketing make this possible. Far more than mere communication tools, interactive media have become powerful business instruments. The article examines the nature of interactive communications and media and their integration and implementation in the marketing communications mix. The long-term implementation of interactive communications in corporations requires a marketing communications specialist that operates more interdisciplinary than ever before: he needs to assume the role of a "marketing communications engineer" beyond the mere technical sense of the term, something that raises a number of implications for the communication services industry academies in communication and marketing communication practitioners.
APA, Harvard, Vancouver, ISO, and other styles
2

Finne, Åke, and Christian Grönroos. "Rethinking marketing communication: From integrated marketing communication to relationship communication." Journal of Marketing Communications 15, no. 2-3 (July 2009): 179–95. http://dx.doi.org/10.1080/13527260902757654.

Full text
APA, Harvard, Vancouver, ISO, and other styles
3

Supada, Wayan. "INTEGRASI CUSTOMER RELATIONSHIP MANAGEMENT EFFECTIVENESS (CRME) DALAM PENERAPAN STRATEGI KOMUNIKASI PEMASARAN." Maha Widya Duta : Jurnal Penerangan Agama, Pariwisata Budaya, dan Ilmu Komunikasi 6, no. 1 (April 30, 2022): 1. http://dx.doi.org/10.55115/duta.v6i1.2030.

Full text
Abstract:
The scipe of marketiing communication is devided into internal and external marketing communication. Internal marketing communication is carried out to build relationship between companies and the organizations within them, including shareholders, employess and stake holders in the company. While external marketing communications aims to build a corporate image and strong relationships between companies with other parties including consumers and the public at large. CRM is one of the strategies that can help maximize the objectives of marketing communications carried out by companies relating to products and services. The integration of the CRME model allows companies to manage relationships with customers so that an effective relationship management focus is achieved based on mapping of elements of IT, relationship marketing dan organizational climate.
APA, Harvard, Vancouver, ISO, and other styles
4

Mulder, Dalmé. "evolution of marketing communication." Communicare: Journal for Communication Studies in Africa 23, no. 1 (October 24, 2022): 220–37. http://dx.doi.org/10.36615/jcsa.v23i1.1789.

Full text
Abstract:
Marketing communication is not a new phenomenon. Communication has been part ofthe marketing process for as long as people have exchanged goods. However, the adventof technology and research, among other reasons, has made the marketing communicationprocess increasingly sophisticated in recent decades and has given rise to integratedmarketing communication (IMC) and the integrated communication phenomenon.To understand this new approach to marketing communication, one has to go back tothe roots thereof and scrutinise the path of development. “Innovation begins withabandonment. It’s not what you start; it’s what you stop that counts”, says Drucker (asquoted in Schultz, Tannenbaum & Lauterborn, 1994:1). This statement underlines theimportance of knowledge about the development of marketing communication in orderto understand the importance and effective application of this new approach calledintegrated communication. In this study historical research was conducted to seek out the implications of, and/orrelationships between, approaches in marketing communication from the past and theirconnections with the present. The paper explores the different phases that occurred inthe development of marketing communication from a mass communications focus inthe 1960s to the integrated communications imperative of the present. It becameapparent that integrated communication, which envelops integrated marketingcommunication, is crucial to an organisation’s overall success.
APA, Harvard, Vancouver, ISO, and other styles
5

Finne, Åke, and Christian Grönroos. "Communication-in-use: customer-integrated marketing communication." European Journal of Marketing 51, no. 3 (April 10, 2017): 445–63. http://dx.doi.org/10.1108/ejm-08-2015-0553.

Full text
Abstract:
Purpose This conceptual paper aims at developing a customer-centric marketing communications approach that takes the starting point in the customer ecosystem. Design/methodology/approach After a critical analysis of existing marketing communications and integrated marketing communication (IMC) approaches, a customer-driven view of marketing communications is developed using recent developments in relationship communication, customer-dominant logic and the notion of customer value formation as value-in-use. Findings A customer-integrated marketing communication (CIMC) approach centred on a communication-in-use concept is conceptually developed and introduced. The analysis results in a CIMC model, where a customer in his or her individual ecosystem, based on integration of a set of messages from different sources, makes sense of the many messages he or she is exposed to. Research limitations/implications The paper presents a customer-driven perspective on marketing communication and IMC. The analysis is conceptual and should trigger future empirical grounding. It indicates the need for a change in mindset in research. Practical implications CIMC requires a turnaround in the mindset that steers how companies and their marketers communicate with customers. The CIMC model provides guidelines for planning marketing communication. Originality/value The customer-driven communication-in-use concept and the CIMC model challenge traditional inside-out approaches to planning and implementing marketing communication.
APA, Harvard, Vancouver, ISO, and other styles
6

Švajdová, Lenka. "Modern Marketing Communication in Tourism." JOURNAL OF INTERNATIONAL BUSINESS RESEARCH AND MARKETING 4, no. 2 (2019): 20–23. http://dx.doi.org/10.18775/jibrm.1849-8558.2015.42.3003.

Full text
Abstract:
Mass tourism is a significant contributor to the development not only of regional but also national economies and generally, it is presented by tourism destination. Despite certain tendencies in preference for individual tourism, it is expected that mass tourism and mass tourism destination will continue to play a dominant role in the future. The present paper is dedicated to the topic of possible usage of modern tools of marketing communication in the management of mass tourism destination. Particular characteristics of its product are having an influence on the usage and effectiveness of traditional forms of marketing communication (advertising, exhibitions, etc.) in the presentation of a mass tourism destination and on the other hand, the possible preference of using new modern trends of marketing communication. The aim of this article is based on analysis of primary, secondary data and field observations to evaluate the possibility and critical factors of usage of selected forms of modern tools of marketing communication like internet marketing, social media, mobile marketing and the world of mouth marketing, etc. The result will be the evaluation of usage of modern marketing communication and its current state of the application in the propagation of mass tourism destinations including a proposal of some recommendations for their next application.
APA, Harvard, Vancouver, ISO, and other styles
7

Šķiltere, Daina, and Santa Bormane. "CONCEPTUAL MODEL IN INTEGRATED MARKETING COMMUNICATION." SOCIETY. INTEGRATION. EDUCATION. Proceedings of the International Scientific Conference 6 (May 25, 2018): 478. http://dx.doi.org/10.17770/sie2018vol1.3406.

Full text
Abstract:
Integrated marketing communications are developing, with IMC approaches to communication with consumers seeing further enhancements in the scientific literature. However, in order to reach the marketing targets, a variety of IMC tools may be used in combination when implementing marketing activities. Despite each IMC tool in itself being highly distinctive, they all depend on each other in the creation of product consumption value and the enhancement of economic, communicational and social benefits. Purpose of the paper: The goal of the research is to assess the integrated marketing communications used in the marketing strategy of Latvian food retail chains. Methodology/methods: The following scientific research methods are used in the research study: analytical, comparative, graphical, statistical, observatory and interrogative. The research focuses on the Latvian food retail sector, with leading specialists from all Latvian food retail chains polled. The object of the research is Latvian food retail chains, and the subject of the research is integrated marketing communication as a set of tools. Findings: The results of the research are of both theoretical and practical value, as it confirmed the hypothesis that a complex use of IMC promotes a long-term relationship among all stakeholders of the selling and buying process. The authors have collected and classified IMC tools and, based on the results of the research, drawn up a conceptual model of integrated marketing communications.
APA, Harvard, Vancouver, ISO, and other styles
8

Kumar, Namita N. "Vodafone marketing communications." Emerald Emerging Markets Case Studies 2, no. 8 (October 17, 2012): 1–8. http://dx.doi.org/10.1108/20450621211304298.

Full text
Abstract:
Subject area Integrated advertising, promotion and marketing communications. Study level/applicability The case has been developed for use in marketing communication as well as strategic brand management courses of MBA and/or PGDM programmes. It high/ights the fact that generating interest amongst customers is not the only task of marketing strategists but conversion of such interest into an effective purchase is what the marketing department should be looking for. Case overview The case takes the students through the journey of Vodafone's marketing communication since its introduction in the Indian market. It gives the reader a briefing as to how Vodafone has grown in the past few years - the changes in communication strategies involved to propagate the product; the integrated marketing communications that have he/ped Vodafone increase its customer base considerably. As mentioned by Marten Pieters, CEO of Vodafone Essar, India is an emerging market and it is necessary for Vodafone not on/y to increase its customer base but a/so to generate revenues. Therefore, his di/emma is how to bring about the perceptual connect with customers which induces them into product usage. Expected learning outcomes The area of integrated advertising, promotion and marketing communications is an integral part of marketing. It forms the foundation of creating effective marketing programmes that in turn helps develop positive product perception in the minds of the customers. It also helps the student understand the role of customizing the marketing communication according to the target audience and the importance of integrating advertising with not only the promotional activities but also other newer forms of marketing communications. The case has been structured to achieve the following learning objectives: the role of marketing communications in creating and building brand Vodafone; understanding the importance and key elements of Vodafone's Zoozoo ad campaign relating it to Vodafone's communication strategies; and the effect of marketing communication on the customers' perception about the brand. Supplementary materials Teaching notes are available. Please consult your librarian for access.
APA, Harvard, Vancouver, ISO, and other styles
9

Chaniago, Erdi Adrimurlan, and Nafiah Ariyani. "Marketing Management's View of Integrated Marketing Communications." Journal of Social Research 2, no. 2 (January 18, 2023): 589–95. http://dx.doi.org/10.55324/josr.v2i2.668.

Full text
Abstract:
In running a business, it is inseparable from marketing activities, no matter how good the value of the product sold without being balanced with the right marketing, it will not get optimal sales. Today's business activities place marketing as an important part of increasing sales turnover in a business organization. Integrated marketing communications are a part of marketing that plays an important role in increasing sales. However, not all business actors have implemented integrated marketing communications effectively and efficiently. The impact of this is that the message that the seller wants to convey does not reach consumers and potential buyers. Thus resulting in the re-promotion of the product. This study uses a qualitative descriptive type of research with a case study approach to Pure Milk MSMEs with data collection sourced from interviews of MSME owners and various references with related studies to complement this research. The result of this research is the importance of the role of integrated marketing communication in Pure Milk MSMEs, what marketing communication strategies have been applied to Pure Milk MSMEs, and what efforts will be made in the application of integrated marketing communication.
APA, Harvard, Vancouver, ISO, and other styles
10

Tsurska, B. "MARKETING COMMUNICATION STRATEGY." Scientific papers OF DMYTRO MOTORNYI TAVRIA STATE AGROTECHNOLOGICAL UNIVERSITY (ECONOMIC SCIENCES) 40 (2019): 264–70. http://dx.doi.org/10.31388/2519-884x-2019-40-264-270.

Full text
APA, Harvard, Vancouver, ISO, and other styles
More sources

Dissertations / Theses on the topic "Marketing communication"

1

Maria, Audrey. "SUSTAINABILITY MARKETING COMMUNICATION." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-37024.

Full text
Abstract:
ABSTRACT Title: Sustainability marketing communication Student: Audrey Maria Supervisor:Venilton Reinert Purpose of the study: Understand how the companies build their communication message to achieve their sustainable positioning. Research Question: How today’s companies integrate sustainability in their communicationmessage to position themselves as a sustainable company? Method: This study uses a qualitative approach that analyses 3 different case studies of business to consumer (B2C) companies.The empirical data have been collected witha content analysis of the companies’ communication activities. Results and Recommendations: This study shows how it is important for companies to communicate about their sustainable activities and values, to be relevant, transparent and credible towards the target. This can be done by using communication channels in an integrated way and avoiding negative appeals in the message content. Keywords:Sustainability Marketing Communication, Sustainability, Message content, Promotion mix.
APA, Harvard, Vancouver, ISO, and other styles
2

Wachtler, Kamilla Dóra. "Direct Marketing Communication at SEAL Communication Company." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-73794.

Full text
Abstract:
The appearance of the Internet and new, rapidly changing emerging online technologies have led to some fundamental changes in marketing -- especially direct marketing. Besides the growing popularity of the Internet, the appearance of databases and one-to-one marketing are challenging traditional marketing methods. This thesis attempts to illustrate how direct marketing techniques can be implemented in an IT company. It starts with an overview of the concepts of direct marketing and its techniques and then provides a brief synopsis of its past as well as possible future trends. The differences between B2B and B2C marketing communications are discussed as is the role of direct marketing in the information technology (IT industry). The last section presents a case study -- concluded with the cooperation of SEAL Communication and Oracle -- which demonstrates how an IT company can effectively use direct marketing in order to achieve its goals and build long-lasting and fruitful customer relationships. For the successful execution of the direct marketing campaign, both Internet based tools and traditional methods were applied, in order to show that both of these technologies can be used together when targeting different groups with different needs.
APA, Harvard, Vancouver, ISO, and other styles
3

Foster, Tim. "Industrial marketing communication : An empirical investigation on the use of marketing communication tools." Licentiate thesis, Luleå tekniska universitet, Industriell Ekonomi, 1998. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-17689.

Full text
APA, Harvard, Vancouver, ISO, and other styles
4

Ozuem, Wilson. "Conceptualising marketing communication in the new marketing paradigm." Thesis, Anglia Ruskin University, 2004. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.405096.

Full text
APA, Harvard, Vancouver, ISO, and other styles
5

Howard, Laura. "Technical Communication Strategies in Marketing." Miami University / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=miami1304622588.

Full text
APA, Harvard, Vancouver, ISO, and other styles
6

Lashgari, Maryam. "Digital Marketing Strategy:B2B and Stakeholders Communication." Doctoral thesis, KTH, Skolan för industriell teknik och management (ITM), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-220144.

Full text
Abstract:
Since digital media entered the business domain, many different tools and platforms have transformed the nature of business communications. This transformation has not been easy, since the journey has been accompanied by challenges from the marketers’ side against the adoption of the new platforms into the firm’s communication channels. Business to business marketers have also been engaged in such challenges by maintaining a slow adoption, which has motivated the researchers to study the adoption of different means and tools of digital communication in a business context. Through this research, I contribute by exploring the adoption strategies of digital platforms in the B2B supply chain including B2B firms, retailers and end users. By digital media, I mainly refer to social media and beacon technology. First, I begin this thesis by identifying the adoption and integration strategies of social media and digital marketing into traditional marketing channels in a B2B context. In this part, I identify the B2B firms’ target audience and propose a model facilitating a B2B firm’s practical social media adoption strategies. Second, to explore the benefits of different social media content sharing approaches derived from information accessibility resulted in the prior study of this thesis, I introduce and examine Public and Gated-Content sharing approaches. Thereafter, assisted by Social Power Theory and Resource Dependence Theory, I examine the effect of Public and Gated-Content sharing approaches on the target audience’s willingness to interact with the firm. The findings of this study reveal that Gated-Content approach can help the firms build closer relationship with the target audience and engage them in a co-creation process. Third, by studying proximity marketing through the adoption of beacon technology in the retail context, I explore the current methods of usage, as well as the benefits and challenges of in-store proximity marketing adoption for content sharing purposes. I complete the thesis by presenting the different challenges of such adoption, which consist technical, human behavior, managerial perception, resource and privacy factors. Finally, I identify the need to integrate the physical aspect of place and location back again into the online digital communication channels within a retail context.

QC 20171219

APA, Harvard, Vancouver, ISO, and other styles
7

Hutson, Jeffrey D. "Contemporary attitudes toward integrated marketing communication." Virtual Press, 2006. http://liblink.bsu.edu/uhtbin/catkey/1337196.

Full text
Abstract:
This research utilized Q Method to learn whether attitudes regarding integrated marketing communication (IMC) among both educators and practitioners are consistent with placing IMC in an inductive or pre-theory stage of development within the theory building-research cycle. The analysis indicates an acceptance of IMC as a valid method of communication management among study participants. However the data is consistent with a negative, or at best ambiguous, conclusion when it comes to placing attitudes regarding IMC in an inductive or pre-theory stage of development within the theory building-research cycle. This then permits the conclusion that IMC at present is a communications management approach, not a nascent communication theory.
Department of Journalism
APA, Harvard, Vancouver, ISO, and other styles
8

Wahlen, Monique. "Communication directe et marketing de réseau." Grenoble 3, 1999. http://www.theses.fr/1999GRE39009.

Full text
Abstract:
Dans le champ de la communication commerciale, la communication directe (egalement nommee marketing direct) se presente comme assurant un traitement individualise du consommateur. Or, a l'examen des pratiques, il s'avere que la communication directe, loin de representer une rupture avec la publicite dite de masse, en constitue plutot une rationalisation. La veritable caracteristique de la communication directe reside dans le principe de mise en reseau dynamique et operationnel de donnees informatisees toujours plus nombreuses et variees concernant l'individu. La communication directe apparait alors comme la forme communicationnelle d'un systeme commercial generalise que nous nommons "marketing de reseau". Ce marketing de reseau s'impose grace a un processus de "communicalisation" qui recourt aux valeurs idealisantes de l'ideologie de la communication et de son projet de societe de communication pour abriter des formes de rationalisation de l'efficacite des echanges marchands
In advertising, the direct communication usually named direct marketing, is used to advertise on a one-to-one basis. However when you consider the facts, direct communication is much more a rationalization of a mass media approach than a break with it. The dynamic and operational networking of the keeping-on growing data on individuals is the main aspect of direct communication. Direct communication could be seen as the expressed way of a business system called "network marketing". A process of "communicalization" makes this network marketing stand out. It is based on the idealising values of the communication ideology and of its communication society plan, in order to cover the rationalization ways of the market efficiency
APA, Harvard, Vancouver, ISO, and other styles
9

Srikanlayanabuth, Araya. "Marketing and communication programs : (demonstration project) /." Online version of thesis, 1987. http://hdl.handle.net/1850/10306.

Full text
APA, Harvard, Vancouver, ISO, and other styles
10

Rosemeier, Sven. "Sustainability Marketing : The Implementation of Sustainability Communication in Marketing Related Activities." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-630.

Full text
Abstract:
Purpose: The purpose of this thesis is to investigate how apparel and apparel brands are communicating their sustainability activities through marketing in the respective offline and online retail environments with the support of communication appeals to engage the consumer to purchase clothing items more sustainably. Method: The study implemented a qualititave research nature. Through a semi-structured interview, six department managers of three different apparel companies have been interviewed to give input concerning their sustainability marketing activities and their use of various communication appeals within the retail enviromnment. Conclusion: The communication of sustainability related marketing activities is still a major challenge for the clothing companies. It has been proven however that through the implementation of communication appeals with a focus on sustainability related marketing activities a change in the consumers’ purchasing behaviour can be achieved.
APA, Harvard, Vancouver, ISO, and other styles
More sources

Books on the topic "Marketing communication"

1

Varey, Richard J. Marketing Communication. London: Taylor & Francis Inc, 2004.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
2

G, Zimmerman Tom, ed. Technical marketing communication. New York: Longman, 2002.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
3

Smith, Viktor, Daniel Barratt, Peter Møgelvang-Hansen, and Alexander U. Wedel Andersen. Misleading Marketing Communication. Cham: Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-031-11206-5.

Full text
APA, Harvard, Vancouver, ISO, and other styles
4

Blythe, Jim. Marketing communications. New York: Prentice Hall, 1999.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
5

Marketing communications. Harlow: Financial Times Prentice Hall, 2000.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
6

M, Anderson Patricia. Marketing communications. Englewood Cliffs, N.J: Prentice-Hall, 1986.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
7

Booth, Don. Marketing through effective communication. Sevenoaks: Tudor Business Publishing, 1992.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
8

Maarek, Philippe J. Political marketing and communication. London: John Libbey, 1995.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
9

Buana, Universitas Mercu. Corporate and marketing communication. Jakarta: Universitas Mercu Buana, 2011.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
10

Marketing et communication politique. Paris: L'Harmattan, 1994.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
More sources

Book chapters on the topic "Marketing communication"

1

McDonald, Malcolm, Martin Christopher, and Margrit Bass. "Communication strategy." In Marketing, 235–66. London: Macmillan Education UK, 2003. http://dx.doi.org/10.1007/978-1-4039-3741-4_11.

Full text
APA, Harvard, Vancouver, ISO, and other styles
2

Alsem, Karel Jan. "Marketing communication." In Applied Strategic Marketing, 347–85. Abingdon, Oxon ; New York, NY : Routledge, 2019. | “Published in Dutch by Noordhoff Publishers, 1993, 2017.”: Routledge, 2019. http://dx.doi.org/10.4324/9780429823374-17.

Full text
APA, Harvard, Vancouver, ISO, and other styles
3

Koku, Paul Sergius. "Marketing Communication." In Decision Making in Marketing and Finance, 99–112. New York: Palgrave Macmillan US, 2014. http://dx.doi.org/10.1057/9781137444776_7.

Full text
APA, Harvard, Vancouver, ISO, and other styles
4

Zentes, Joachim, Dirk Morschett, and Hanna Schramm-Klein. "Marketing Communication." In Strategic Retail Management, 307–26. Wiesbaden: Springer Fachmedien Wiesbaden, 2016. http://dx.doi.org/10.1007/978-3-658-10183-1_14.

Full text
APA, Harvard, Vancouver, ISO, and other styles
5

Eagle, Lynne, Barbara Czarnecka, Stephan Dahl, and Jenny Lloyd. "Introducing communication." In Marketing Communications, 22–46. Second edition. | Abingdon, Oxon; New York, NY: Routledge, 2021.: Routledge, 2020. http://dx.doi.org/10.4324/9781003089292-2.

Full text
APA, Harvard, Vancouver, ISO, and other styles
6

Hackley, Chris. "Marketing as Communication." In Marketing in Context, 29–58. London: Palgrave Macmillan UK, 2013. http://dx.doi.org/10.1057/9781137297112_2.

Full text
APA, Harvard, Vancouver, ISO, and other styles
7

Lerbinger, Otto. "Global Marketing Communication." In The Global Manager, 219–33. London: Macmillan Education UK, 2014. http://dx.doi.org/10.1007/978-1-137-31055-2_13.

Full text
APA, Harvard, Vancouver, ISO, and other styles
8

Frost, Raymond D., Alexa K. Fox, and Terry M. Daugherty. "Digital Marketing Communication." In eMarketing, 318–41. 9th ed. New York: Routledge, 2022. http://dx.doi.org/10.4324/9781003247319-17.

Full text
APA, Harvard, Vancouver, ISO, and other styles
9

Frost, Raymond D., Alexa K. Fox, and Terry M. Daugherty. "Digital Marketing Communication." In eMarketing, 342–69. 9th ed. New York: Routledge, 2022. http://dx.doi.org/10.4324/9781003247319-18.

Full text
APA, Harvard, Vancouver, ISO, and other styles
10

Frost, Raymond D., Alexa K. Fox, and Terry M. Daugherty. "Digital Marketing Communication." In eMarketing, 277–317. 9th ed. New York: Routledge, 2022. http://dx.doi.org/10.4324/9781003247319-16.

Full text
APA, Harvard, Vancouver, ISO, and other styles

Conference papers on the topic "Marketing communication"

1

Đokić, Ines, and Katarina Njegić. "Modern Marketing Communication." In 24th International Scientific Conference Strategic Management and Decision Support Systems in Strategic Management. University of Novi Sad, Faculty of Economics in Subotica, 2019. http://dx.doi.org/10.46541/978-86-7233-380-0_5.

Full text
APA, Harvard, Vancouver, ISO, and other styles
2

Nasyrova, Elena. "Economic and communicative efficiency of marketing communications." In Actual problems of communication: theory and practice. Baskir State University, 2021. http://dx.doi.org/10.33184/apktip-2021-12-25.17.

Full text
APA, Harvard, Vancouver, ISO, and other styles
3

Utami, Yenni Sri, Oliver Samuel Simanjuntak, and Agung Prabowo. "Strengthening Marketing Communication Through Multimedia-Based Storytelling Assistance." In LPPM UPN "VETERAN" Yogyakarta International Conference Series 2020. RSF Press & RESEARCH SYNERGY FOUNDATION, 2020. http://dx.doi.org/10.31098/pss.v1i1.198.

Full text
Abstract:
Storytelling-based multimedia can be used as an alternative marketing communications MSMEs craftsmen Batik " Sekar Arum " in Desa Wukirsari , sub-district Imogiri, Kabupaten Bantul. Assistance is aimed to build self-reliance and improve the confidence of members and officials of SMEs craftsmen Batik " Sekar Arum " to strengthen the marketing communication through storytelling -based technology multimedia. Through storytelling, the " Sekar Arum " Batik craftsman group UMKM can easily communicate the results of their products. Strengthening marketing through a story packed with photos, videos, animation as multimedia content makes potential customers not only more interested and easier to identify batik craft products, without having to come directly to workshops/exhibition events but to form deeper relationships so that they are loyal to SME Batik "Sekar Arum" businesses and products. Multimedia-based storytelling marketing techniques can provide several benefits, including a) Increasing a more loyal relationship with consumers; b) Reaching a wider marketing area, and c) Providing education on Batik products to consumers. The presentation of storytelling through multimedia technology provides an advantage because marketing content is more varied, including text, animation, or video. This variation of content increases the attractiveness of 'Sekar Arum' Batik, thus enhancing its image.
APA, Harvard, Vancouver, ISO, and other styles
4

Cvjetković, Milena, Milovan Cvjetković, and Saša Stepanov. "The Role of Integrated Marketing Communications in Building a Brand and Improving Business Performance." In Seventh International Scientific-Business Conference LIMEN Leadership, Innovation, Management and Economics: Integrated Politics of Research. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2021. http://dx.doi.org/10.31410/limen.s.p.2021.77.

Full text
Abstract:
Organizations through various forms of marketing communica­tions strive to increase brand awareness and create a brand image in the market. Through these communications, relationships between consumers and companies are developed, to build customer loyalty. Correlation re­lations showed that there is a great dependence between the variables of marketing communication and the variables of brand building and business performance. The regression model found that marketing communications have the greatest impact on brand recognition in the market, highlighting the impact of public relations and direct marketing. It has been confirmed that economic propaganda, sales promotion and internet marketing are the best predictors of market participation as business performance of an organization. The results of the research indicated that the impact of mar­keting communications on brand building is greater if the organization is ready to conduct adequate marketing research and to the greatest extent satisfies the needs and requirements of consumers.
APA, Harvard, Vancouver, ISO, and other styles
5

Petkova, Petya, Trufka Dimitrova, Darina Bachvarova, and Petko Vasilev. "Marketing Communication of the Sign." In The 3rd Virtual Multidisciplinary Conference. Publishing Society, 2015. http://dx.doi.org/10.18638/quaesti.2015.3.1.256.

Full text
APA, Harvard, Vancouver, ISO, and other styles
6

Valdiviezo-Abad, Cesibel, and Miguel Tunez-Lopez. "Automation in communication and marketing." In 2021 16th Iberian Conference on Information Systems and Technologies (CISTI). IEEE, 2021. http://dx.doi.org/10.23919/cisti52073.2021.9476534.

Full text
APA, Harvard, Vancouver, ISO, and other styles
7

Moekahar, Fatmawati, and Yudi Daherman. "Marketing Communication of Parkour Sport." In Annual International Conference on Social Sciences and Humanities (AICOSH 2020). Paris, France: Atlantis Press, 2020. http://dx.doi.org/10.2991/assehr.k.200728.028.

Full text
APA, Harvard, Vancouver, ISO, and other styles
8

Trigartanti, Wulan, and Ike Junita Triwardhani. "Marketing Communication in Housewife Entrepreneurship." In Proceedings of the Social and Humaniora Research Symposium (SoRes 2018). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/sores-18.2019.2.

Full text
APA, Harvard, Vancouver, ISO, and other styles
9

Inoue, Akihiro. "Marketing Communication Strategy and Marketing ROI under Cross-Media Envi-ronment." In 2010 International Conference on E-Business Intelligence (ICEBI-2010). Paris, France: Atlantis Press, 2010. http://dx.doi.org/10.2991/icebi.2010.10.

Full text
APA, Harvard, Vancouver, ISO, and other styles
10

Hendrayati, H., and P. Pamungkas. "Viral Marketing and E-Word of Mouth Communication in Social Media Marketing." In 3rd Global Conference On Business, Management, and Entrepreneurship (GCBME 2018). Paris, France: Atlantis Press, 2020. http://dx.doi.org/10.2991/aebmr.k.200131.010.

Full text
APA, Harvard, Vancouver, ISO, and other styles

Reports on the topic "Marketing communication"

1

Cuesta-Valiño, Pedro. Happiness Management. A Social Well-being multiplier. Social Marketing and Organizational Communication. Edited by Rafael Ravina-Ripoll. Editorial Universidad de Sevilla, 2022. http://dx.doi.org/10.12795/2022.happiness-management.

Full text
Abstract:
On behalf of the Happiness University Network, we are pleased to present here an extract of the information concerning the universities working to generate the diffusion of this network. Specifically, with the support of the University of Salamanca and the Pontifical University of Salamanca the aim is to create a friendly and working environment for the dissemination and discussion of the latest scientific and practical developments in the fields of happiness economics, corporate wellbeing, happiness management and organisational communication. It also offers an opportunity for productive encounters, the promotion of collaborative projects and the encouragement of international networking. Below you will find papers related to: Economics of happiness, happiness management, organisational communication, welfare state economics, consumer happiness, leadership, social marketing, happiness management and SDGs, happiness management in human resource strategies, learning and competencies in happiness management, learning and competencies in social well-being, measurement and indicators of happiness and well-being and history of welfare economics.
APA, Harvard, Vancouver, ISO, and other styles
2

Clayton, III, and Ralph L. Mass Communication, Advertising, and Marketing Research at the Strategic and Operational Levels of War. Fort Belvoir, VA: Defense Technical Information Center, May 2013. http://dx.doi.org/10.21236/ada592762.

Full text
APA, Harvard, Vancouver, ISO, and other styles
3

Ertanowska, Delfina. MEMES AS A MEANS OF COMMUNICATION AND MANIPULATION. Ivan Franko National University of Lviv, February 2021. http://dx.doi.org/10.30970/vjo.2021.49.11073.

Full text
Abstract:
The article considers memes as a short form of internet statement. Memes was discussed as a successor to the primary interpersonal communication in the form of rock drawings, pictures, pictograms, and hieroglyphs. In addition, the issue of memes as a tool of media and political manipulation has been described. Areas of discussion also include paid trolling and specialized media services to build a modern political campaign through memes. The use of memes as a political marketing tool was discussed.
APA, Harvard, Vancouver, ISO, and other styles
4

de Aguilera Moyano, J., M. Baños González, and J. Ramírez Perdiguero. Branded Entertainment: Entertainment content as marketing communication tool. A study of its current situation in Spain. Revista Latina de Comunicación Social, September 2015. http://dx.doi.org/10.4185/rlcs-2015-1057en.

Full text
APA, Harvard, Vancouver, ISO, and other styles
5

Hotsur, Oksana. SOCIAL NETWORKS AND BLOGS AS TOOLS PR-CAMPAIGN IMPLEMENTATIONS. Ivan Franko National University of Lviv, March 2021. http://dx.doi.org/10.30970/vjo.2021.50.11110.

Full text
Abstract:
The article deals with the ways in which social networks and the blogosphere influence the formation and implementation of a PR campaign. Examples from the political sphere (election campaigns, initiatives), business (TV brands, traditional and online media) have revealed the opportunities that Facebook, Telegram, Twitter, YouTube and blogs promote in promoting advertising, ideas, campaigns, thoughts, or products. Author blogs created on special websites or online media may not be as much of a tool in PR as an additional tool on social media. It is noted that choosing a blog as the main tool of PR campaign has both positive and negative points. Social networks intervene in the sphere of human life, become a means of communication, promotion, branding. The effectiveness of social networks has been evidenced by such historically significant events as Brexit, the Arab Spring, and the Revolution of Dignity. Special attention was paid to the 2019 presidential election. Based on the analysis of individual PR campaigns, the reasons for successful and unsuccessful campaigns from the point of view of network communication, which provide unlimited multimedia and interactive tools for PR, are highlighted. In fact, these concepts significantly affect the effectiveness of the implementation of PR-campaign, its final effectiveness, which is determined by the achievement of goals. Attention is drawn to the culture of communication during the PR campaign, as well as the concepts of “trolls”, “trolling”, “bots”, “botoin industry”. The social communication component of these concepts is unconditional. Choosing a blog as the main tool of a marketing campaign has both positive and negative aspects. Only a person with great creative potential can run and create a blog. In addition, it takes a long time. In fact, these two points are losing compared to other internet marketing tools. Further research is interesting in two respects. First, a comparison of the dynamics of the effectiveness of PR-campaign tools in Ukraine in 2020 and in the past, in particular, at the dawn of state independence. Secondly, to investigate how/or the concept of PR-campaigns in social networks and blogs is constantly changing.
APA, Harvard, Vancouver, ISO, and other styles
6

Arroyo-Almaraz, Isidoro, and Cliff Van-Wyk. Multicultural Marketing in Spain; perspectives on communications directed at immigrant population groups. Revista Latina de Comunicación Social, 2011. http://dx.doi.org/10.4185/rlcs-66-2011-942-482-504-en.

Full text
APA, Harvard, Vancouver, ISO, and other styles
7

Filip, Grażyna, and Justyna Majchrowska. Internet Post as an Element of E-Branding. Linguistic Analysis. Ivan Franko National University of Lviv, February 2022. http://dx.doi.org/10.30970/vjo.2022.51.11401.

Full text
Abstract:
E-branding of Lidl brand is a wide-ranging marketing strategy, which purpose is to keep the current customers and gain new. The authors of advertisments posts, that includes information regarding a specific product (name, information about it, price, reason of showcasing in the specific moment), use semantic (mostly nature, price, tradition, modernity, comfort, luxury), grammatical and non-linguistic categories to convince the receivers to themselves. Such communicational process enables also to read the needs of customers, who – by liking the brand’s page – want (actively) to participate in the whole sales process, want to be informed and to have a chance to use the offer.
APA, Harvard, Vancouver, ISO, and other styles
8

Lindo-Ocampo, Gloria Inés, and Hilda Clarena Buitrago-García. English for Business Course. Thematic Unit: Business Events. Ediciones Universidad Cooperativa de Colombia, September 2022. http://dx.doi.org/10.16925/gcnc.24.

Full text
Abstract:
This didactic unit is aimed at the fifth semester students of the Business Administration, Marketing and International Business program, who have already completed the four basic levels of the Open Lingua program. This proposal seeks to develop skills and competencies that allow them to perform in different fields related to private, public and solidarity economy companies, and in various mediation and negotiation processes at national and international levels. The instructional design of this unit contains real-life situations, focused on the world of business, that allow students to interact in various types of business events. The grammatical and lexical concepts, necessary to interact successfully in these types of communicative situations, are introduced and applied. The educational activities are designed to offer opportunities to interact in business conferences, international exhibitions, and seminars, among others. The contents are framed in natural and meaningful contexts. This leads to a greater understanding of the type of language used in business and the way it is used to communicate. The contents are structured in three lessons in which the level of complexity of the topics, tasks, texts and transitions (4Ts) have been considered. Also, various types of activities that activate and reinforce previous knowledge and that, subsequently, evaluate the progress of the students, are included.
APA, Harvard, Vancouver, ISO, and other styles
9

Cunningham, Stuart, Marion McCutcheon, Greg Hearn, Mark Ryan, and Christy Collis. Australian Cultural and Creative Activity: A Population and Hotspot Analysis: Sunshine Coast. Queensland University of Technology, December 2020. http://dx.doi.org/10.5204/rep.eprints.136822.

Full text
Abstract:
The Sunshine Coast (unless otherwise specified, Sunshine Coast refers to the region which includes both Sunshine Coast and Noosa council areas) is a classic regional hotspot. In many respects, the Sunshine Coast has assets that make it the “Goldilocks” of Queensland hotspots: “the agility of the region and our collaborative nature is facilitated by the fact that we're not too big, not too small - 330,000 people” (Paddenburg, 2019); “We are in that perfect little bubble of just right of about everything” (Erbacher 2019). The Sunshine Coast has one of the fastest-growing economies in Australia. Its population is booming and its local governments are working together to establish world-class communications, transport and health infrastructure, while maintaining the integrity of the region’s much-lauded environment and lifestyle. As a result, the Sunshine Coast Council is regarded as a pioneer on smart city initiatives, while Noosa Shire Council has built a reputation for prioritising sustainable development. The region’s creative economy is growing at a faster rate that of the rest of the economy—in terms of job growth, earnings, incomes and business registrations. These gains, however, are not spread uniformly. Creative Services (that is, the advertising and marketing, architecture and design, and software and digital content sectors) are flourishing, while Cultural Production (music and performing arts, publishing and visual arts) is variable, with visual and performing arts growing while film, television and radio and publishing have low or no growth. The spirit of entrepreneurialism amongst many creatives in the Sunshine Coast was similar to what we witnessed in other hotspots: a spirit of not necessarily relying on institutions, seeking out alternative income sources, and leveraging networks. How public agencies can better harness that energy and entrepreneurialism could be a focus for ongoing strategy. There does seem to be a lower level of arts and culture funding going into the Sunshine Coast from governments than its population base and cultural and creative energy might suggest. Federal and state arts funding programs are under-delivering to the Sunshine Coast.
APA, Harvard, Vancouver, ISO, and other styles
You might also be interested in the extended bibliographies on the topic 'Marketing communication' for particular source types:
Journal articles Dissertations / Theses Books
We offer discounts on all premium plans for authors whose works are included in thematic literature selections. Contact us to get a unique promo code!

To the bibliography