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Journal articles on the topic 'Marketing communication strategies'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

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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Sacco, Federica, and Elisa Conz. "Corporate heritage communication strategies of iconic Italian brands: a multiple case study." Corporate Communications: An International Journal 28, no. 7 (2023): 19–43. http://dx.doi.org/10.1108/ccij-12-2021-0136.

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PurposeThe paper aims to explore how companies communicate their heritage by drawing on heritage marketing and corporate communications literature and mapping the corporate heritage communication strategies of iconic Italian brands.Design/methodology/approachThe study adopts an inductive multiple case study approach, analysing the communication of corporate heritage by nine iconic Italian brands (Pastificio Lucio Garofalo, Barovier & Toso, Pasta Farina, Ducati, Amaro Montenegro, Fiat, Bonomelli, Olivetti and Illy).FindingsIn communicating corporate heritage, companies adopt different strat

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Sorribas Morales, Carolina. "Nuevas tendencias en la comunicación de los programas de marketing con causa en España." Tripodos, no. 28 (September 1, 2011): 51–62. https://doi.org/10.51698/tripodos.2011.28.51-62.

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The communication strategies of programs of causerelated marketing have improved substantially in recent years, moving from simple communication tactics or actions towards the beginnings of genuine communication strategies of cause-related marketing programs which are carefully planned. Thus, this article attempts to explain the evolution of the communication of programs of cause-related marketing and to highlight the new trends in advertising communications which both companies and non-profit organizations have been adopting, in recent years, to carry out this type of marketing strategy.

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

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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

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Alarcón, Graciela S. "MARKETING COMMUNICATION STRATEGIES IN MAINTAINING CUSTOMER LOYALTY." Join: Journal of Social Science 1, no. 1 (2024): 32–51. http://dx.doi.org/10.59613/1p9r6968.

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Civil Minimarket Marketing Communication Strategy in Maintaining Customer Loyalty” focuses on how the Madani Minimarket marketing communication strategy maintains customer loyalty. To find out how the marketing strategy is: Market segmentation strategy, product strategy, pricing strategy. Meanwhile, to know marketing communication strategies, namely: advertising, sales promotion and publicity. The research method used by the author in this study is a type of qualitative research. Data collection techniques used in this study were library research and field studies, namely field observations an

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Abu Talib, Zuraidah, Che Su Mustaffa, and Syamsyul Anuar Ismail. "STRATEGIC COMMUNICATION OF ALUMNI CENTER, UNIVERSITI UTARA MALAYSIA: STRATEGIES TOWARD THE RELATIONSHIPS OF ALUMNI LOYALTY." International Journal of Law, Government and Communication 7, no. 30 (2022): 280–97. http://dx.doi.org/10.35631/ijlgc.730023.

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Most alumni studies were studied with a theoretical background involving microeconomic strategies, charity contribution literature, management, marketing relations, marketing services, science education, and integrative approaches. Research in the field of communication strategy in determining alumni loyalty that is directly related to the field and theoretical communication is minimal. There is no empirical evidence from the point of view of strategic communication that proves the relationship between the university's efforts and alumni's contribution to the university. Some studies have sugg

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Chang, Yujin, and Eunju Ko. "CULTURAL MARKETING COMMUNICATION STRATEGIES FOR LIFESTYLE BRAND." Global Fashion Management Conference 7, no. 1 (2015): 894–95. http://dx.doi.org/10.15444/gfmc2015.07.01.01.

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Naumovska, Ljupka. "Marketing Communication Strategies for Generation Y – Millennials." Business Management and Strategy 8, no. 1 (2017): 123. http://dx.doi.org/10.5296/bms.v8i1.10260.

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The marketing academics and researchers have studied members of Generation Y, recognized as Millennials who are born between the late ‘70s and middle ‘90s. This particular interest for research of Millennials continues due to questions concerning buying habits, consumer psychology and other related specifics, shaping this group as noticeably different in various means from its predecessors.Generation Y is a distinctive and dominant consumer group whose behavior, habits and consumers’ psychology is often discussed but not fully comprehended yet. Severely influenced by the technology revolution,

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Ghanadan, Hamid. "Biotech communication & marketing strategies for 2011." Industrial Biotechnology 7, no. 3 (2011): 181–89. http://dx.doi.org/10.1089/ind.2011.7.181.

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Yurii, Chaplinskyі, and Bozulenko Olena. "STRATEGIC MARKETING COMMUNICATION TOOLS FOR RESTAURANT BUSINESS ENTERPRISES." BULLETIN OF CHERNIVTSI INSTITUTE OF TRADE AND ECONOMICS II, no. 94 (2024): 168–80. https://doi.org/10.34025/2310-8185-2024-2.94.11.

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The modern marketing environment is characterized by high levels of competition in the restaurant industry, which requires companies to develop and implement effective marketing strategies and use marketing communications to attract and retain consumers. At the same time, the growing influence of digital technologies and social networks in advertising, public relations, sales promotion, and branding requires restaurant businesses to actively use the latest marketing communication tools to operate successfully in the market. Changes in consumer preferences and the emergence of new trends in the

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Wang, Yiming. "Reaching the Consumers: Pampers Integrated Marketing Communication Strategies." Advances in Economics, Management and Political Sciences 63, no. 1 (2023): 190–94. http://dx.doi.org/10.54254/2754-1169/63/20231423.

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With the continuous enhancement of the standard of living, customers are more and more selective in baby care products. To stand out from other brands and maintain long-term connections with consumers, many companies have taken advantage of various marketing tools. This paper mainly focuses on the brand Pampers and the integrated marketing communication tools used by it. The goal is to analyze and evaluate IMCs effectiveness in helping Pampers achieve a close relationship with its customers. This paper employs thematic analysis to study the cases of Pampers marketing campaigns in three dimensi

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Moodley, Marlini, Dipolelo Fungile, Farai Nyika, and Winiswa Mavutha. "Understanding Marketing Communications Strategies During and Post Covid 19: A South African Perspective." International Review of Management and Marketing 13, no. 2 (2023): 36–46. http://dx.doi.org/10.32479/irmm.13946.

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The impact of the COVID-19 pandemic resulted in a shift in consumer behaviour, as there was an increase of first-time E and M-commerce shoppers. This resulted in South African marketers adjusting to digitisation by creating clear communication and marketing strategies. The research objectives of this study were to understand how South African brand and marketing managers adapted to the COVID pandemic and to comprehend how marketing communication strategies in general have changed since. A qualitative methodology of structured interviews was conducted. A convenience sampling method was used to

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Agus Suhendra, M. Yusuf Sanny, Kamsariaty, Gratia Atanka Barus, and Christophorus Indra Wahyu Putra. "Marketing Communication: Concepts, Creative Strategy, Implementation." International Journal of Advanced Multidisciplinary 3, no. 1 (2024): 27–38. http://dx.doi.org/10.38035/ijam.v3i1.518.

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Abstract: Marketing communication articles: concepts, creative strategies and implementation within the scope of marketing management science. This article aims to create hypotheses regarding the relationship between factors, which can then be used for further research in the field of marketing management. The research method used in this research is descriptive qualitative. The data used in this research comes from previous research which is still relevant to the current investigation. Data was collected from leading academic online platforms, including Publish or Perish, Google Scholar, digi

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Lyu, Joanne Chen, Peiyi Huang, Nan Jiang, and Pamela M. Ling. "A Systematic Review of E-Cigarette Marketing Communication: Messages, Communication Channels, and Strategies." International Journal of Environmental Research and Public Health 19, no. 15 (2022): 9263. http://dx.doi.org/10.3390/ijerph19159263.

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Marketing plays a key role in increasing the popularity of e-cigarettes. We conducted a systematic review of the existing literature published between 2003 and 2019 in eight databases to describe e-cigarette marketing communication messages by communication channels and marketing communication strategies. Forty-one articles were included in the analysis after screening. Ten key messages were identified. Cessation and health-related benefits (each n = 31, 75.6%) were the most reported marketing communication messages, followed by sociability/lifestyle and use experience. The Internet (n = 35, 8

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Jubaidah, Siti, Yogi Oriena Pasaribu, Nurleli Nurleli, and Suhairi Suhairi. "Strategi Komunikasi Global Dalam Praktik Pemasaran Global." INFORMATIKA 12, no. 1 (2024): 11–21. https://doi.org/10.36987/informatika.v11i1.5398.

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This research is based on the desire to analyze the role of global communication strategies in current global marketing practices where competition is high. The analytical tool is a qualitative method used by the author, namely to fill in the data or information collected with the final result in the form of writing. This method is used to describe and explain management strategies for dealing with waqf problems through collecting information and studying documents, such as e-books, journal articles and papers. The ideas that will be put forward highlight: first, the concept of global marketin

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

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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 w

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Khasanah, Annisa Uswatun, and Muhammad Thoyib Amali. "Marketing communication strategy in forming a positive company image: Case study of Porta by the Ambarrukmo Hotel." Symposium of Literature, Culture, and Communication (SYLECTION) 2022 3, no. 1 (2023): 484. http://dx.doi.org/10.12928/sylection.v3i1.14021.

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Competition in the hotel business is a challenge for entrepreneurs in improving marketing communications strategies, one of which is to support the achievement of profits and other factors such as maintaining a positive company image. In this research, the object of research is one of the hotels in the city of Yogyakarta, namely Porta by The Ambarrukmo Hotel. This research aims to find out how marketing communication strategies shape Porta's image by The Ambarrukmo Hotel. The method used in this research is a qualitative descriptive method. The data collection techniques used were interviews,

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Roy, Saumi, and Sheelan Misra. "Impact of integrated marketing communication strategies on choice of higher education institutions." Innovative Marketing 20, no. 4 (2024): 74–84. http://dx.doi.org/10.21511/im.20(4).2024.07.

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In today’s fiercely competitive realm of higher education, Integrated Marketing Communications (IMC) have emerged as a crucial approach for institutions to effectively connect with prospective students. This study examines the influence of IMC strategies on students’ choices of higher education institutions (HEIs) in Bangalore, India. Using a descriptive research design, data were gathered via a structured questionnaire from a sample of 384 students. The findings reveal notable disparities in perceptions of IMC based on gender, academic discipline preference, and institution type. Interestingl

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Jain, Padmini. "Brand Communication on Instagram: A New Horizon for SME Marketing Strategies." Journal of Advanced Research in Quality Control & Management 8, no. 1 (2023): 40–45. http://dx.doi.org/10.24321/2582.3280.202303.

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H., Serhat ÇERÇİ. "Neuromarketing and Marketing Communications: An Integrated Approach to Understanding Consumer Behavior." Uluslararası Akademik Birikim Dergisi 7, no. 3 (2024): 426–37. https://doi.org/10.5281/zenodo.11401999.

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<em>Neuromarketing, a field that combines neuroscience and marketing strategies, has gained importance in recent years due to its ability to deeply examine consumer behavior by analyzing subconscious responses to marketing stimuli. This article examines the integration of neuromarketing with marketing communications to gain insight into consumers' decision-making processes and preferences and discusses the potential for businesses to influence consumer behavior and optimize marketing communications strategies. This article outlines the basic principles and research methods of neuromarketing. C

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Ostapchuk, Tetiana P., Svitlana Yu Biriuchenko, and Dmytro O. Bieliakov. "Modern Trends in Strategic Management of Marketing and Advertising Communications in the Enterprise Management System." Business Inform 3, no. 566 (2025): 344–52. https://doi.org/10.32983/2222-4459-2025-3-344-352.

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The article is dedicated to developing recommendations for improving the efficiency of managerial decisions in the field of marketing and advertising communications in the context of digital transformation and increasing competition. The essence of the concept of «marketing communications» and the substantive content of the process of strategic management of external and internal communications within the enterprise management system are defined. The importance of strategic management of marketing communications as a tool for the long-term development of enterprises is substantiated, allowing

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Ramasobana, Morongwa, and Olawale Fatoki. "Business Attributes and Marketing Communication Strategies of SMEs in South Africa." Journal of Economics and Behavioral Studies 9, no. 6 (2018): 90–97. http://dx.doi.org/10.22610/jebs.v9i6.2007.

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The purpose of this study was to investigate business attributes and marketing communication practices of SMEs in South Africa. This study adopted the quantitative research design with a descriptive research method. Data was collected through the use of self-administered questionnaires in a survey. Descriptive statistics, ANOVA and regression analysis were used to analyse data. The results revealed that some marketing communication tools indicate that there is no significant difference in the marketing communication tools adopted by SMEs on the basis of business attributes. In addition, some m

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Yusnaidi, Yusnaidi, Abu Hassan Makmun Abdul Qadir, Tio Devlishanti, et al. "ANALISIS STRATEGI KOMUNIKASI PEMASARAN MELALUI FACEBOOK STUDI KASUS PRODUK PERAWATAN KULIT SKINTIFIC." Jurnal Ilmiah Ekonomi, Manajemen dan Syariah 3, no. 1 (2024): 91–98. https://doi.org/10.55883/jiemas.v3i1.41.

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This study aims to analyze marketing communication strategies used through the Facebook platform, focusing on case studies of Skintific skin care products. The research method used is qualitative analysis, which includes collecting data from the content of Skintific marketing communications on Facebook, as well as reviewing user responses and interactions to the content. The results of the analysis show various communication strategies used, including the use of visual content, keyword selection, and direct interaction with users. These findings provide deep insights into how marketing communi

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Sasha Meydi Cerilda, Rini Ganefwati, and Muhammad Fadeli. "STRATEGI KOMUNIKASI PEMASARAN WHIZ PRIME HOTEL SURABAYA DALAM UPAYA MENINGKATKAN OKUPANSI." Journal Administrasi Publuk dan Ilmu Komunikasi 11, no. 1 (2024): 61–74. http://dx.doi.org/10.55499/intelektual.v11i1.1155.

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This research describes the marketing communication strategy of Whiz Prime Hotel Surabaya in an effort to increase occupancy amidst tight competition in the hotel business. By using a marketing mix or marketing mix which consists of 4Ps, namely product, price, place, promotion. The aim of this research is to explore the marketing communication strategy carried out by Whiz Prime Hotel Surabaya in an effort to increase occupancy. And to find out what plans are used to carry out marketing communications strategies. This research uses a qualitative descriptive method by conducting observation and

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Chunikhina, Tetіana, Mariia Saiensus, Andrii Sinko, Nadiia Iazvinska, Olha Klimovych, and Rostyslav Siryk. "Communication Strategies of Internet Marketing of Trading Enterprises." International Journal of Professional Business Review 8, no. 5 (2023): e01775. http://dx.doi.org/10.26668/businessreview/2023.v8i5.1775.

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Purpose: The article aims to analyze the peculiarities of communication strategies of Internet marketing, key tools for their implementation, and development prospects in today's dynamic digital environment. Theoretical framework: The communication strategy of Internet marketing of a trading enterprise plays an integral role in improving the corporate strategy, ensuring stable operations in the current economic environment, and forming the competitiveness of the enterprise. The peculiarities of using Internet marketing tools for trade enterprises are the application of a wide range of tools to

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Chunikhina, Tetіana, Mariia Saiensus, Andrii Sinko, Nadiia Iazvinska, Olha Klimovych, and Rostyslav Siryk. "Communication Strategies of Internet Marketing of Trading Enterprises." Journal of Law and Sustainable Development 11, no. 3 (2023): e820. http://dx.doi.org/10.55908/sdgs.v11i3.820.

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Purpose: The article aims to analyze the peculiarities of communication strategies of Internet marketing, key tools for their implementation, and development prospects in today's dynamic digital environment.  Theoretical framework: The communication strategy of Internet marketing of a trading enterprise plays an integral role in improving the corporate strategy, ensuring stable operations in the current economic environment, and forming the competitiveness of the enterprise. The peculiarities of using Internet marketing tools for trade enterprises are the application of a wide rang

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Rosário, Albérico Travassos, and Joana Carmo Dias. "Marketing Strategies on Social Media Platforms." International Journal of E-Business Research 19, no. 1 (2023): 1–25. http://dx.doi.org/10.4018/ijebr.316969.

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Business dynamics are also found in the digital economy, forcing the development of new business models to achieve strategic marketing excellence. It was verified that half of the world's population is present in social media platforms. Social media can help organizations gain insights into markets and improve business intelligence. Social media is a flexible medium that companies can use in marketing strategies and build engagement and develop a communication plan and monitor performance. Marketing strategies in social media is a strategy to communicate brands, services, products, and ideas.

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Meltareza, Ridma, and Rizki Surya Tawaqal. "Marketing Communication in Attracting Students." JURNAL LENSA MUTIARA KOMUNIKASI 7, no. 1 (2023): 152–65. http://dx.doi.org/10.51544/jlmk.v7i1.3871.

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In today's highly competitive higher education landscape, the increasing number of universities offering similar programs has intensified the competition for prospective students. As a result, students have become more selective in choosing their educational institutions. To attract the interest of prospective students, universities need to differentiate themselves through effective marketing messages and strategies. This study focuses on Universitas INABA and its efforts to communicate its unique values and advantages in terms of curriculum, facilities, faculty, and learning environment. The

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Rafly, Rifaudin, and Rofiah Chusnul. "Marketing Target Achievement Strategies: Study on WOM Finance Marketing Personnel." Journal of Economics, Finance And Management Studies 07, no. 02 (2024): 990–1002. https://doi.org/10.5281/zenodo.10629136.

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This research aims to study and analyze the strategy of the financing company WOM Finance in maintaining good relationships with customers and implementing bailouts as an innovative marketing technique. The research locus is the object and source of data from the place being researched so that the information obtained can provide accurate data and truth in research. In WOM companies: Marketing Division Manager, Marketing Team Head, and Marketing Division Staff. The qualitative approach carried out through the data analysis technique used is the Manual Data Analysis Procedure (MDAP) by Rofiah (

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Pribadi, Muhammad Adi, and Wisze Alaftariasaujana. "THE ROLE OF SYMBOLIC INTERACTION IN THE PLANNING OF MARKETING COMMUNICATION THROUGH SOCIAL MEDIA (A CASE STUDY OF INSTAGRAM @KULINERTANJUNGPINANG)." International Journal of Application on Social Science and Humanities 1, no. 1 (2023): 690–97. http://dx.doi.org/10.24912/ijassh.v1i1.25934.

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Marketing is essential for a company to achieve specific goals. Marketing communication planning is not spared from communication with links between communicants to build interaction and meaning or symbolic interaction. The development of technology and information today requires entrepreneurs to develop marketing strategies in a more modern direction most effectively and efficiently as much as possible. Therefore, internet-based marketing has grown into a popular modern marketing strategy. One of the internet-based platforms often used by business people to promote their products is social me

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Kofi, Promise. "MARKETING COMMUNICATION STRATEGIES AND CUSTOMER SATISFACTION OF E-TAILING FIRMS IN PORT HARCOURT." GPH-International Journal of Business Management 05, no. 11 (2022): 62–76. https://doi.org/10.5281/zenodo.7371439.

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The nexus of this work was to ascertain the extent to which marketing communication strategies affects customer satisfaction of e-tailing firms in Port Harcourt. Two dimensions were studied; impersonal communication and online direct communication. Their effects on customer satisfaction were measured in the study. Descriptive research design was used and four hypotheses were formulated and tested using the data collected from 400 respondents through a five Point Likert Scale questionnaire, with the sampling frame selected through cluster sampling. Spearman Rank Order Correlation Coefficient wa

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Stoica, Mihai. "GREEN MARKETING COMMUNICATION STRATEGIES: AN INTEGRATIVE LITERATURE REVIEW." Annals of the University of Oradea. Economic Sciences 30, no. 30 (1) (2021): 388–96. http://dx.doi.org/10.47535/1991auoes30(1)043.

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Marketing communication for green brands and products should not be seen exclusively as a means to attract and impress consumers with the most beautiful and spectacular green messages. All messages communicated to the public must have a solid foundation, which most of the time can be represented by the attributes of the green product or by its benefits for the environment, community and for the current and future generations of consumers. In this regard, marketing communication, as part of the green marketing strategy, faces several challenges. On the one hand, green communication has the role

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Mohr, Jakki, and John R. Nevin. "Communication Strategies in Marketing Channels: A Theoretical Perspective." Journal of Marketing 54, no. 4 (1990): 36. http://dx.doi.org/10.2307/1251758.

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Mohr, Jakki, and John R. Nevin. "Communication Strategies in Marketing Channels: A Theoretical Perspective." Journal of Marketing 54, no. 4 (1990): 36–51. http://dx.doi.org/10.1177/002224299005400404.

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Ristevska Jovanovska, Snezhana. "CRAFTING DYNAIC MARKETING COMMUNICATION STRATEGIES FOR SPORT SUCCESS." Research in Physical Education, Sport and Health 13, no. 1 (2024): 121–26. http://dx.doi.org/10.46733/pesh24131121rj.

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Yanovskaya, O. "KNOWLEDGE ECONOMY: VECTORS OF MARKETING AND COMMUNICATION STRATEGIES." Education. Quality assurance 34, no. 1 (2024): 25–32. http://dx.doi.org/10.58319/26170493_2024_1_25.

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Nirwana, Tri Ruwanti Bela, Hamidah, and Muslimin. "Analisis Strategi Komunikasi Pemasaran MS Glow Kepada Konsumen Melalui Instagram dalam Meningkatkan Brand Awareness." Pubmedia Social Sciences and Humanities 1, no. 4 (2024): 14. http://dx.doi.org/10.47134/pssh.v1i4.189.

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Communication strategies in marketing can help consumer interest which will have an impact on increasing sales and good brand awareness. The aim of this research is to find out how Ms Glow's marketing communication strategies and supporting and inhibiting factors to consumers via Instagram increase brand awareness. This research uses descriptive qualitative methods, collecting data through observation, interviews and documentation. In this research, IMC (Integrated Marketing Communication) theory is used. The research results show that MS Glow Distributor Palembang carries out a marketing comm

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Syahputri, Rima Rizki, and Zuhrinal M. Nawawi. "Pengaruh Komunukasi Pemasaran Sebagai Promosi Untuk Usaha Kecil Menengah." Economic Reviews Journal 2, no. 1 (2022): 39–45. http://dx.doi.org/10.56709/mrj.v2i1.39.

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To turn innovative ideas into viable businesses, an entrepreneur collects and brings together all the essential resources, such as money, people, business model, strategy and willingness to take risks. The marketing mix consists of four elements: product, price, location and promotion. Promotion as part of the marketing mix has a number of obstacles in terms of the effectiveness and efficiency of the marketing message to be conveyed. As a result, the concept of integrated marketing communication emerged, which integrates several marketing communication strategies to increase the effectiveness

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Syahputri, Rima Rizki, and Zuhrinal M. Nawawi. "Pengaruh Komunukasi Pemasaran Sebagai Promosi untuk Usaha Kecil Menengah." ManBiz: Journal of Management and Business 3, no. 1 (2023): 1–11. http://dx.doi.org/10.47467/manbiz.v3i1.1870.

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  To turn innovative ideas into viable businesses, an entrepreneur collects and brings together all the essential resources, such as money, people, business model, strategy and willingness to take risks. The marketing mix consists of four elements: product, price, location and promotion. Promotion as part of the marketing mix has a number of obstacles in terms of the effectiveness and efficiency of the marketing message to be conveyed. As a result, the concept of integrated marketing communication emerged, which integrates several marketing communication strategies to increase the

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KA, Dr Azees. "EFFECTIVENESS OF ONLINE MARKETING IN INTEGRATED MARKETING COMMUNICATION: A COMPREHENSIVE STUDY." International Journal of Economics Finance & Management Science 08, no. 08 (2023): 05–09. http://dx.doi.org/10.55640/ijefms-9133.

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This comprehensive study examines the effectiveness of online marketing in integrated marketing communication (IMC). As digital technologies continue to transform the marketing landscape, online marketing has become a central component of IMC strategies for businesses. The research investigates how online marketing channels, such as social media, email marketing, search engine optimization, and content marketing, contribute to a cohesive and synchronized communication approach. Through a mix of qualitative and quantitative methods, this study analyzes the impact of online marketing on brand aw

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Muhammad Reza Pahlevi and Aminah Swarnawati. "Strategi Komunikasi Pemasaran dalam Meningkatkan Kepercayaan Konsumen pada PT Albis Nusa Wisata di Jakarta." TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora 2, no. 4 (2024): 294–306. http://dx.doi.org/10.47861/tuturan.v2i4.1322.

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In competitive business competition, every company needs to develop an effective marketing communications strategy to attract potential consumers. This research aims to determine the marketing communication strategies that have been implemented by PT Albis Nusa Wisata Jakarta in increasing consumer trust. The theory used in this research is Marketing Communication theory; Marketing Communication Strategy; Consumer Confidence; Hajj and Umrah. This research methodology uses a qualitative approach with descriptive methods. Data collection techniques through in-depth interviews, observation, analy

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