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: 25 July 2025

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Journal articles on the topic "Marketing communication"

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

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

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Vardishvili, Lali, and Tinatin Petriashvili. "Efficiency of Optimal Integration of Marketing Communications." International Journal of Social Science and Economic Research 09, no. 11 (2024): 5093–99. https://doi.org/10.46609/ijsser.2024.v09i11.008.

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Marketing Communications helps a vendor to realize product swiftly and efficiently. While communicating with the consumers, a company must not apply only traditional methods, but an integrated mode of communication, which solidifies bilateral relationship. This way, it is possible for the consumer to avoid suspicions on being provided with misinformation. The main goal of communication is to provide business and people with benefit. The use of integrated communications supports improvement of the economic situation across the country. The companies which refuse to consider or apply an intense,
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Mulder, Dalmé. "evolution of marketing communication." Communicare: Journal for Communication Studies in Africa 23, no. 1 (2022): 220–37. http://dx.doi.org/10.36615/jcsa.v23i1.1789.

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

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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 comm
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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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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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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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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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Dissertations / Theses on the topic "Marketing communication"

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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.

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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 act
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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.

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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
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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.

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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.

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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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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.

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

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

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

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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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Books on the topic "Marketing communication"

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

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

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Das, Arindam, Himadri Roy Chaudhuri, and Ozlem Sandikci Turkdogan, eds. Postcolonial Marketing Communication. Springer Nature Singapore, 2024. http://dx.doi.org/10.1007/978-981-97-0285-5.

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G, Zimmerman Tom, ed. Technical marketing communication. Longman, 2002.

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Blythe, Jim. Marketing communications. Prentice Hall, 1999.

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M, Anderson Patricia. Marketing communications. Prentice-Hall, 1986.

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Wood, Gill. Marketing communications. Elsevier/CIM, 2005.

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

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

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Mitterfellner, Olga. Fashion Marketing and Communication. Routledge, 2019. http://dx.doi.org/10.4324/9780429451591.

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Book chapters on the topic "Marketing communication"

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

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Alsem, Karel Jan. "Marketing communication." In Applied Strategic Marketing. Routledge, 2019. http://dx.doi.org/10.4324/9780429823374-17.

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

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

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Eagle, Lynne, Barbara Czarnecka, Stephan Dahl, and Jenny Lloyd. "Introducing communication." In Marketing Communications. Routledge, 2020. http://dx.doi.org/10.4324/9781003089292-2.

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Cabano, Frank G., Stefan Müller, and Katja Gelbrich. "Personal communication." In Interfaith Marketing. Routledge, 2024. http://dx.doi.org/10.4324/9781003506010-51.

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Cabano, Frank G., Stefan Müller, and Katja Gelbrich. "Communication goals." In Interfaith Marketing. Routledge, 2024. http://dx.doi.org/10.4324/9781003506010-47.

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Jethwaney, Jaishri. "Social Marketing." In Social Sector Communication, 2nd ed. Routledge India, 2024. http://dx.doi.org/10.4324/9781003541431-2.

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Jethwaney, Jaishri. "Social Marketing." In Social Sector Communication. Routledge India, 2024. http://dx.doi.org/10.4324/9781003490968-2.

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Velayudhan, Sanal Kumar. "Operationalizing Communication Strategy." In Rural Marketing. Routledge India, 2023. http://dx.doi.org/10.4324/9781032685083-12.

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Conference papers on the topic "Marketing communication"

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Manikumar, T., Korrapati Mahendra Sunny Goud, Maddu Prem Teja, Majjiga Ganesh, and Mohammed Yasin. "Decentralized Traceability and Direct Marketing Supply Chains." In 2024 International Conference on Sustainable Communication Networks and Application (ICSCNA). IEEE, 2024. https://doi.org/10.1109/icscna63714.2024.10864153.

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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.

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Petkova, Teodora. "The Web Content оf Digital Marketing Communication As Semantic Capital". У COMMUNICATION AND MEDIA OF THE 21ST CENTURY: EDUCATIONAL AND PROFESSIONAL CHALLENGES. Faculty of Journalism and Mass Communication, 2023. http://dx.doi.org/10.60060/nolr6014.

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The complexity of the communication scenario on the World Wide Web calls for considering interdisciplinary conceptualizations of web content and analyzing its multifaceted nature as a phenomenon of the networked society. Towards that end and for the purposes of theoretical rethinking of web and digital marketing communication artifacts, this paper presents and analyzes the concept of semantic capital. The paper argues that the conceptualization of digital marketing communications as a creation of semantic capital can serve effective marketing communication grounded in a continuum of meaningful
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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.

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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.

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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, a
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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.

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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 di
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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.

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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.

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

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

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Reports on the topic "Marketing communication"

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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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Muna, Cut Nailil. INTEGRATED MARKETING COMMUNICATION PADA HERI PEMAD MANAGEMENT STUDI KASUS INTERNATIONAL ARTJOG MMXIX. ResearchHub Technologies, Inc., 2025. https://doi.org/10.55277/researchhub.yw72d7rg.1.

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

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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.
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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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DePrez, Brad. Building an Athletics Brand Through Integrated Marketing Communication: A White Paper of Best Practices. Iowa State University, 2019. http://dx.doi.org/10.31274/cc-20240624-324.

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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, 2015. http://dx.doi.org/10.4185/rlcs-2015-1057en.

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

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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 o
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Pretorius, Philip Christo. Various Facets of Populist, Authoritarian and Nationalist Trends in Japan and Taiwan. European Center for Populism Studies (ECPS), 2024. http://dx.doi.org/10.55271/rp0052.

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This report provides a brief overview of the tenth event in ECPS’s monthly Mapping European Populism (MEP) panel series, titled "Various Facets of Populist, Authoritarian and Nationalist Trends in Japan and Taiwan" held online on February 29, 2024. Moderated by Dr. Dachi Liao, Emeritus Professor at the Institute of Political Science at National Sun Yat-sen University in Taiwan, the panel featured speakers Dr. Yoshida Toru, Full Professor of Comparative Politics at Doshisha University in Japan, Dr. Airo Hino, Professor, School of Political Science and Economics, Waseda University, Dr. Szu-Yun H
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Katragadda, Laxmi Vijigeesh. Reevaluating Social Media Marketing Communications. Iowa State University, 2019. http://dx.doi.org/10.31274/cc-20240624-1205.

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Carpenter, Marie, and William Lazonick. The Pursuit of Shareholder Value: Cisco’s Transformation from Innovation to Financialization. Institute for New Economic Thinking Working Paper Series, 2023. http://dx.doi.org/10.36687/inetwp202.

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Once the global leader in telecommunication systems and the Internet, over the past two decades the United States has fallen behind global competitors, and in particular China, in mobile communication infrastructure—specifically 5G and Internet of Things (IoT). This national failure, with the socioeconomic and geopolitical tensions that it creates, is not due to a lack of US government investment in the knowledge required for the mobility revolution. Nor is it because of a dearth of domestic demand for the equipment, devices, and applications that can make use of this infrastructure. Rather, t
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