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Relevant bibliographies by topics / Marketing communication strategies

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Academic literature on the topic 'Marketing communication strategies'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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Journal articles on the topic "Marketing communication strategies"

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S. Sipho, Makgopa. "Planning of marketing communication strategies by car dealerships." Problems and Perspectives in Management 14, no. 4 (2016): 212–20. http://dx.doi.org/10.21511/ppm.14(4-1).2016.10.

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Effective marketing communication strategies and campaigns are of much importance in many organizations in informing, reminding and persuading current and potential customers to support the organization by buying organizations product offerings. Organizations in planning of marketing communication strategies and campaigns, organizations in theory need to conduct micro-environmental analysis determining organizations’ strengths and weakness. The purpose of this paper was to investigate the planning of marketing communication strategies and campaigns of car dealerships in practice with more emph

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García Rosales, Daniel Francisco. "Digital communication. Integrated marketing strategies." Questiones Publicitarias 3, no. 26 (2020): 57. http://dx.doi.org/10.5565/rev/qp.354.

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Kostanda, Anna V. "DIAGNOSTICS OF THE MARKETING COMMUNICATIONS MANAGEMENT PROCESS." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 10/10, no. 151 (2024): 101–7. https://doi.org/10.36871/ek.up.p.r.2024.10.10.012.

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The diagnostic model of the marketing communications management process is discussed in the article. The purpose of the article is the generalization of theoretical provisions, the study of the management of enterprise’s marketing communications and the development of a methodology for diagnosing the process of marketing communications management. The diagnostic model of the marketing communications management process that includes: audit of the enterprise’s marketing communications potential; audit of the enterprise’s marketing communications system; audit of the portfolio of marketing commun

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Mehta, Dr Bijal, and Dr Monali Chatterjee. "Role of Communication Strategies in Cause Marketing Initiatives." Indian Journal of Applied Research 4, no. 3 (2011): 274–76. http://dx.doi.org/10.15373/2249555x/mar2014/84.

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Hermawan, Irwan, Dorothy Christi Lois Tinambunan, and Walid Syarthowi Basmalah. "The Scarlett Brand Social Media Marketing Communications on Purchasing Decisions." Journal of Education, Humaniora and Social Sciences (JEHSS) 6, no. 3 (2024): 1256–69. http://dx.doi.org/10.34007/jehss.v6i3.2025.

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Marketing communications is a form of communication that has the aim of strengthening marketing strategies and applying marketing communications to a company. Apart from that, marketing communications can also be used to introduce, establish and create interactions between companies or partners and consumers who are not part of the company, such as suppliers and consumers. The theories used in this research are communication processes, strategies, SOSTAC model marketing communication strategies by combining IMC, forms of marketing or promotional communications. The research method used is a ca

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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 (2022): 1. http://dx.doi.org/10.55115/duta.v6i1.2030.

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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

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Floreddu, Paola Barbara, and Francesca Cabiddu. "Social media communication strategies." Journal of Services Marketing 30, no. 5 (2016): 490–503. http://dx.doi.org/10.1108/jsm-01-2015-0036.

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Purpose While a great amount of literature has focused on the relationship between communication strategies and corporate reputation, there is no systematic research on the different kinds of social media communication strategies. Based on the corporate reputation and social media literature, this paper aims to contribute to this gap in the research in two main ways. First identifying which social media communication strategy is more effective with contrasting levels of reputations; second, analyzing the differences between high- and low-reputation companies with respect to their ability to us

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Rosohata, А., V. Nesterenko, L. Khomenko, and V. Kropyva. "MARKETING COMMUNICATIONS IN THE CONTEXT OF ENTREPRENEURIAL ACTIVITY: BIBLIOMETRIC ANALYSIS." Vìsnik Sumsʹkogo deržavnogo unìversitetu 2021, no. 3 (2021): 277–82. http://dx.doi.org/10.21272/1817-9215.2021.3-32.

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Interest in marketing communication tools in business is growing every year. At the same time, unlike big companies, entrepreneurs have small financial resources to promote their business. Therefore, low-budget and highly effective marketing communication tools are used first. The work aims to systematize scientific knowledge on marketing communications in business. The objectives of the work are to understand the content and characteristics of existing research on marketing communications in SMEs and to identify areas of research in recent years. In recent years, public interest in marketing

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Amyzahra, Gusniar Diva. "STRATEGI KOMUNKASI PEMASARAN GIVENCY MAKE UP ACADEMY DALAM MEMPROMOSIKAN JASA KELAS MAKE UP." Prosiding Konferensi Nasional Sosial dan Politik (KONASPOL) 1 (January 24, 2023): 27. http://dx.doi.org/10.32897/konaspol.2023.1.0.2356.

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The purpose of this study explains how the Givency Make Up Academy applies the marketing strategy of communication to consumers. The concepts used in this study are marketing communications and communication strategies. The methods used in this research are qualitative, the research approach is descriptive. The research was done at the givency make up academy. The data-gathering technique on this research is an interview. Interviews are made by three sources that are the owner, the coach1, and thecoach2. The results of this study suggest that Givency Make Up Academy could strengthen marketing

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Wojciechowski, Łukasz P., and Katharina Fichnová. "New technologies and ambient marketing communication." Annales Universitatis Paedagogicae Cracoviensis | Studia de Cultura 14, no. 2 (2022): 22–46. http://dx.doi.org/10.24917/20837275.14.2.2.

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This paper introduces unconventional forms and technology of digital communication, which guerilla and ambient marketing communication utilize to implement strategies of communi-cation with clients. It presents specifics of the mentioned types of communication, pointing out creativity and its remarkable unique attributes (originality, the element of surprise, effectivity and others). In our selection of 300 respondents, differences in subjective perception of attributes were identified in ambient marketing communication and in classical creative form of marketing communication. Our paper chara

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Dissertations / Theses on the topic "Marketing communication strategies"

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

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Murphy, Melvin Murphy. "Internal Strategies for Assessing Organizational Communication Channel Effectiveness." ScholarWorks, 2017. https://scholarworks.waldenu.edu/dissertations/3406.

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Evolving communication technology, the increased volume of information needed by businesses, and the intensified competitive environment have made internal company communication more critical to business success. The purpose of this multiple case study was to explore strategies used by managers and leaders of 3 law firms in the Commonwealth of Virginia for assessing the effectiveness of their organization's internal communication channels. The participating firms were recognized by their peers as being exceptionally well-managed. Data from interviews and company documents were analyzed through

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Jewell, Stacy Ellen. "Integrated Marketing Communication Strategies in Ohio Agribusinesses." The Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1338162453.

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Sahlin, Shannelle. "Soi Dog Foundation’s social marketing- and communication strategies : Which social marketing strategies and multimodal tools SDF has used throughout the decade." Thesis, Stockholms universitet, JMK, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-165518.

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During the past decade, there has been a growing disgust in Thailand with opposition to eating dogs in Asia and activists have unitedly with organizations encouraged the Thai government to adopt stricter animal rights laws in order to prevent the illegal dog meat trade. One of these organizations is the Thai animal welfare organization Soi Dog Foundation (SDF), that has also contributed with a controlled dog population on the Thai island Phuket and officially made it the first rabies free province in Thailand. Since SDF is solely volunteer and donations based it becomes relevant to examine the

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Jordan, Rochelle S. "Social Media Marketing Strategies Used by Small Retail Businesses." Thesis, Walden University, 2018. http://pqdtopen.proquest.com/#viewpdf?dispub=10975518.

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<p> Developing effective social media marketing (SMM) strategies to engage customers is a challenge for business leaders. The purpose of this multiple case study was to explore the SMM strategies used by small business retailers to engage customers. The conceptual framework for this study was Rogers’s diffusion of innovations theory. Participants included 5 small business retailers who had been in business for at least 5 years, used effective SMM strategies to engage customers, and were located in the southwest region of the United States. Data were collected through semistructured, face

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Thorbecke, Lysa, and thomas Britos. "Online communications in tour operators marketing strategies : A case study on how and why do tour operators integrate online communication in their marketing strategies." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-29412.

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The purpose of this thesis is to explore the different Internet tools in a marketing strategy, which can be used within a tour operator in Sweden. The question is why did they choose these specifics Internet tools and how do they use it. Further, this project aims to contribute to the development of new knowledge regarding the online marketing strategies in the outbound tourism market.

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Gilster, Elisabeth 1955. "Communication strategies and behavioral adaptations in intercultural channels." Diss., The University of Arizona, 1996. http://hdl.handle.net/10150/290671.

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Although international business-to-business marketing is pervasive, little systematic empirical work has been conducted on face-to-face interactions between channel members from different cultures. Greater knowledge regarding cross-cultural communication strategies (e.g. verbal and non-verbal language choices) and behavioral adaptations (e.g. rapport building, increased flexibility with timing, and contractual format) will enhance the strength, efficiency and longevity of relationships between channel partners from distinct cultures. More importantly, a lack of this knowledge seriously jeopard

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Albarino, Laurie Ann. "Nonprofit Leader External Communication Strategies to Attract New Donors." ScholarWorks, 2019. https://scholarworks.waldenu.edu/dissertations/7853.

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Approximately 64% of nonprofit leaders struggle to connect with supporters through fund initiatives alone, and 59% of nonprofit leaders lack the marketing communication capability to attract new donors. Fundraising is vital to nonprofit organizations' sustainability and essential for successfully attracting new donors. The purpose of this qualitative single case study was to explore effective external communication strategies used by 3 southern California nonprofits through the conceptual lens of the integrated marketing communications theory. Data were gathered using semistructured interviews

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Mbuyazi, Vivian Sifiso. "The use of new communication strategies to enhance marketing of Fast Moving Customer Goods (FMCG)." Thesis, University of Zululand, 2012. http://hdl.handle.net/10530/1344.

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A thesis submitted in fulfilment of the requirements for the degree of Master of Arts in the Department of Communication Science at the University of Zululand, South Africa, 2012.<br>The study was conducted with the purpose of surveying the nature, patterns and trends of the new communication strategies to enhance marketing of fast moving customer goods (FMCG). The researcher intended to investigate current consumer behaviour with respect to fast moving consumer goods FMCG and new communication strategies for marketing of FMCG. The study focused primarily on managing FMCG to increase its avail

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Roy, Melissa R. "Effective Marketing Strategies to Reach Mobile Users." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/4252.

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Reaching users on mobile devices has never been more critical for retailers given the ubiquitous use of mobile devices. U.S. consumers who shop online are using personal computers less and mobile devices more when doing so. The purpose of this single case study was to explore mobile device marketing strategies used by retail marketing leaders to reach mobile users effectively. Rogers's diffusion of innovation theory provided the conceptual framework for the study. Participants included a purposeful sample of 8 marketing managers employed by a Fortune 1000 retail organization in the Pacific Nor

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Books on the topic "Marketing communication strategies"

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Fill, Chris. Marketing communications: Contexts, contents, and strategies. 2nd ed. Prentice Hall, 1999.

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1955-, Sevier Robert A., and Johnson Robert E, eds. Integrated marketing communication: A practical guide to developing comprehensive communication strategies. CASE Books, 1999.

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Wind, Yoram. Convergence marketing: Strategies for reaching the new hybrid consumer. Financial Times Prentice Hall, 2002.

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1958-, Haupt Edgar, and Kupitza Manuel 1966-, eds. Marketing and communication for architects: Fundamentals, strategies, and practice. Birkhäuser Verlag, 2002.

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1958-, Haupt Edgar, and Kupitza Manuel 1966-, eds. Marketing and communication for architects: Fundamentals, strategies and practice. Birkhäuser-Publishers for Architecture, 2002.

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American Camping Association. Private/Independent Camps Council. and Maguire Associates, eds. Marketing and communication strategies: An action plan for camps. The Association, 1991.

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Buskirk, Bruce D. Entrepreneurial marketing: Real stories and survival strategies. Thomson, South-Western, 2004.

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McCabe, Scott. Marketing Communications in Tourism and Hospitality: Concepts, Strategies and Cases. Elsevier, 2008.

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Cass, John. Strategies and tools for corporate blogging. Butterworth Heinemann, 2007.

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McGee, Ulla. Marketing strategies to drive traffic to your site. Stanford Video, 2006.

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Book chapters on the topic "Marketing communication strategies"

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Juska, Jerome M. "B2B Communication Strategies." In Integrated Marketing Communication, 2nd ed. Routledge, 2021. http://dx.doi.org/10.4324/9780367443382-12.

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Juska, Jerome M. "Segmentation Strategies." In Integrated Marketing Communication, 2nd ed. Routledge, 2021. http://dx.doi.org/10.4324/9780367443382-5.

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Juska, Jerome M. "Public Relations Strategies." In Integrated Marketing Communication, 2nd ed. Routledge, 2021. http://dx.doi.org/10.4324/9780367443382-10.

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Juska, Jerome M. "Digital Media Strategies." In Integrated Marketing Communication, 2nd ed. Routledge, 2021. http://dx.doi.org/10.4324/9780367443382-7.

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Juska, Jerome M. "Sales Promotion Strategies." In Integrated Marketing Communication, 2nd ed. Routledge, 2021. http://dx.doi.org/10.4324/9780367443382-9.

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Juska, Jerome M. "Brand Visibility Strategies." In Integrated Marketing Communication, 2nd ed. Routledge, 2021. http://dx.doi.org/10.4324/9780367443382-11.

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Juska, Jerome M. "Legacy Media Strategies." In Integrated Marketing Communication, 2nd ed. Routledge, 2021. http://dx.doi.org/10.4324/9780367443382-8.

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Juska, Jerome M. "Creativity Strategies and Advertising." In Integrated Marketing Communication, 2nd ed. Routledge, 2021. http://dx.doi.org/10.4324/9780367443382-6.

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Seymour, Alan, and Paul Blakey. "The importance of sports communication strategies." In Digital Sport Marketing. Routledge, 2020. http://dx.doi.org/10.4324/9781315204079-9.

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Hemzo, Miguel Angelo. "Communication Strategies and Tools for Luxury Brands." In Marketing Luxury Services. Springer International Publishing, 2023. http://dx.doi.org/10.1007/978-3-030-86073-8_11.

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Conference papers on the topic "Marketing communication strategies"

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Choudhuri, Sajjan, Sivapavani Veeranalla, Prathima Gamini, Chiranjeevi Manike, U. Priya, and Siva Koteswararao Katta. "AI-Powered HR Marketing Revolutionizing Employee Recruitment and Retention Strategies." In 2024 International Conference on Intelligent Computing and Emerging Communication Technologies (ICEC). IEEE, 2024. https://doi.org/10.1109/icec59683.2024.10837529.

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Candrea, Adina Nicoleta, Ioana Simona Ivasciuc, and Ana Ispas. "ChatGPT TECHNOLOGY AS A STRATEGIC TOOL IN ECOTOURISM DESTINATION MARKETING: A ROMANIAN CASE STUDY." In 11th SWS International Scientific Conferences on SOCIAL SCIENCES - ISCSS 2024. SGEM WORLD SCIENCE, 2024. https://doi.org/10.35603/sws.iscss.2024/s16/91.

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In the era of digital communication, the utilization of technology in tourism marketing strategies has gained paramount importance. As digital technologies continue to evolve, their impact on marketing strategies across various sectors has become increasingly significant. The practical potential of AI-generated content may be considered by destination marketing practitioners to create personalized, effective campaigns that resonate with diverse audiences, enhancing their connection with travelers. Therefore, this paper specifically examines how advanced artificial intelligence, such as OpenAI�

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Rajan, Dhivya, and V. L. Helen Josephine. "Data Mining Techniques to Enhance Customer Segmentation and Targeted Marketing Strategies." In 2024 15th International Conference on Computing Communication and Networking Technologies (ICCCNT). IEEE, 2024. http://dx.doi.org/10.1109/icccnt61001.2024.10725770.

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Nusantara, Redi, Amron Amron, Febrianur Ibnu Fitroh Sukono Putra, and Yohan Wismantoro. "New E-Marketing Strategies Through Big Data Optimization in Fisheries MSMEs." In 2024 International Seminar on Application for Technology of Information and Communication (iSemantic). IEEE, 2024. https://doi.org/10.1109/isemantic63362.2024.10762656.

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Aryan, Adla, Sada Preetham Sagar, Nadimpalli Madana Kailash Varma, Rangisetti Manikanta, Ramojula Rajashekar, and Gagan Deep Arora. "Optimizing Marketing Strategies: Predicting Customer Personality using Advanced Machine Learning Models." In 2024 2nd International Conference on Advances in Computation, Communication and Information Technology (ICAICCIT). IEEE, 2024. https://doi.org/10.1109/icaiccit64383.2024.10912234.

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Du, Zhiqin. "Digital Marketing Strategies for Chinese Cosmetic Brands Based on the SICAS Model." In 2025 3rd International Conference on Intelligent Data Communication Technologies and Internet of Things (IDCIoT). IEEE, 2025. https://doi.org/10.1109/idciot64235.2025.10915150.

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Almeida, Mariana, Aline Veloso, Beatriz Moreira, et al. "Importance of Communication Strategies in Education: Development of Digital Marketing in the Space Sector." In IAF Space Education and Outreach Symposium, Held at the 75th International Astronautical Congress (IAC 2024). International Astronautical Federation (IAF), 2024. https://doi.org/10.52202/078378-0112.

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Lekshmi, R. S., V. Sheela Mary, G. Arasuraja, V. Krishnamoorthy, S. Kaliappan, and R. Selvameena. "AI-Driven HR Optimization Strategies in Finance and Marketing: Methodological Framework and Applications." In 2024 International Conference on Innovative Computing, Intelligent Communication and Smart Electrical Systems (ICSES). IEEE, 2024. https://doi.org/10.1109/icses63760.2024.10910901.

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Saboune, Farah. "AI-Driven Marketing Strategies: Unlocking Growth Potential and Operational Efficiency in the Digital Communication Landscape." In 2024 International Conference on Intelligent Computing, Communication, Networking and Services (ICCNS). IEEE, 2024. https://doi.org/10.1109/iccns62192.2024.10776195.

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Basuki, Carola, Desman Hidayat, and Victorianda. "Optimizing Digital and Social Media Marketing Strategies Using Advanced Technologies for Sustainable Growth in MSMEs." In 2024 3rd International Conference on Creative Communication and Innovative Technology (ICCIT). IEEE, 2024. http://dx.doi.org/10.1109/iccit62134.2024.10701101.

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Reports on the topic "Marketing communication strategies"

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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.

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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 enco

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

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O'Dair, Marcus. Enterprise Blockchain and the Hyperledger Brand: Challenges and Opportunities. The Linux Foundation, 2021. https://doi.org/10.70828/jwen4242.

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This report, commissioned by the Linux Foundation, examines perceptions of Hyperledger and enterprise blockchain more widely. The focus is the Hyperledger brand, rather than Hyperledger’s technology. Drawing on survey and interview data as well as secondary sources, it identifies both challenges and points of leverage with the aim of informing Hyperledger’s strategic development, particularly in terms of marketing, communications, and community building.

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