Relevant bibliographies by topics / Marketing communications

Contents

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

Academic literature on the topic 'Marketing communications'

Author: Grafiati
Published: 4 June 2021
Last updated: 25 July 2025

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Journal articles on the topic "Marketing communications"

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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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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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Miller, Jessica. "Marketing Communications." Cornell Hotel and Restaurant Administration Quarterly 34, no. 5 (1993): 48–53. http://dx.doi.org/10.1177/001088049303400510.

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Miller, J. "Marketing communications." Cornell Hotel and Restaurant Administration Quarterly 34, no. 5 (1993): 48–53. http://dx.doi.org/10.1016/0010-8804(93)90063-o.

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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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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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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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SEKERIN, Vladimir D., and Lyudmila E. GORLEVSKAYA. "Development of marketing communications in the context of process algorithmization." Economic Analysis: Theory and Practice 24, no. 4 (2025): 4–16. https://doi.org/10.24891/ea.24.4.4.

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Subject. Algorithmization of processes has an impact on consumer patterns and requires rethinking current approaches to marketing communications. The article discloses the specifics of the evolution of the marketing communications process. Objectives. The aim is to develop and describe communication marketing models relevant to the modern marketing environment. Methods. The study draws on methods of information analysis and synthesis, graphical and tabular methods. Results. We analyzed marketing communication models and trends in the marketing environment development. The paper describes the e
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Kozak, Kateryna, Roman Bakay, and Roman Leyzerovych. "Integrated marketing communications as a tool for enhancing customer loyalty." Actual problems of innovative economy and law 2025, no. 3 (2025): 82–86. https://doi.org/10.36887/2524-0455-2025-3-17.

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This article examines the role of integrated marketing communications in promoting customer loyalty. The research aims to analyze and summarize existing theoretical and methodological foundations related to integrated marketing communications and substantiate their role in building customer loyalty. The article examines the theoretical and methodological aspects of integrated marketing communications as a crucial tool in modern marketing. It presents various scholarly perspectives on defining integrated marketing communications, emphasizing the importance of consistency and coordination across
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Zimand Sheiner, Dorit, and Tamar Lahav. "Managing marketing communications." Qualitative Market Research: An International Journal 23, no. 3 (2020): 363–79. http://dx.doi.org/10.1108/qmr-12-2017-0177.

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Purpose This study aims to focus on customer-initiated contact (CIC) discourse on Facebook brand pages. It concentrates on how brands manage CIC on Facebook when customers are more concerned with brand communications than product-related issues, price or distribution. A research framework from the perspective of consumer-initiated touch-point communication model is proposed. Design/methodology/approach Two case studies of Israeli TV ads are examined. Discourse between customers and brands on the Facebook pages of the latter are analyzed. Research was conducted in three phases: data collection,
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Dissertations / Theses on the topic "Marketing communications"

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Дядечко, Алла Миколаївна, Алла Николаевна Дядечко, Alla Mykolaivna Diadechko, and A. N. Zholudeva. "Marketing communications." Thesis, Видавництво СумДУ, 2010. http://essuir.sumdu.edu.ua/handle/123456789/18327.

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Marketing communications is defined by actions a firm takes to communicate with end-users, consumers and external parties. When you are citing the document, use the following link http://essuir.sumdu.edu.ua/handle/123456789/18327
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Ayerra, Raquel, Manuel Jimenez, and Asier Vega. "Integrated Marketing Communications in Advertising." Thesis, Halmstad University, School of Business and Engineering (SET), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-852.

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<p>This research is made with the aim of find out how Iberostar communicates its values through Offline and Online advertising campaigns and if those campaigns send the same message to the target audience</p>
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Сагер, Людмила Юріївна, Людмила Юрьевна Сагер, Liudmyla Yuriivna Saher, Алла Миколаївна Дядечко, Алла Николаевна Дядечко, and Alla Mykolaivna Diadechko. "Integrated marketing communications: theoretical bases." Thesis, Видавництво СумДУ, 2010. http://essuir.sumdu.edu.ua/handle/123456789/16300.

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Aspa, Jukka Kimmo Antero. "Celebrity endorsement in marketing communications." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-10838.

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This master thesis will discuss elements of using celebrity in marketing communication. Theory will cover basic communication process, Elaboration Likelihood Model, and meaning transfer model but main focus will be in discussing various celebrity selection theories, identifying different risks involved in using celebrities in marketing communication and investigating ways how to utilize celebrities to enhance the communication. Several examples are included to provide connection to real life use of celebrities.
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Ogorelkova, Elena. "New trends in marketing communications." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-10839.

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The goal of this thesis is to analyze new trends in marketing communications that appeared in response to major world changes happening recently, understand the reason and consequences of these changes on business environment in order companies could perform well in modern world. My work is concentrating on the analysis of recent and dramatic changes in a way marketers are communicating to consumers and it could be useful to any professional that deals with creation and performing marketing campaigns. The relation between marketing communications techniques and consumers' behavior will be show
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Leppäniemi, M. (Matti). "Mobile marketing communications in consumer markets." Doctoral thesis, University of Oulu, 2008. http://urn.fi/urn:isbn:9789514288159.

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Abstract This dissertation aims to examine the theoretical and empirical foundations of the mobile marketing phenomenon. While numerous studies have yielded important insights into this topic, the existing mobile marketing literature appears to be inconsistent and somewhat fragmented. With the help of two action research projects, interviews of mobile marketing practitioners, and an online survey, this study aims to contribute to our understanding of the nature of mobile marketing communications in consumer markets. This thesis consists of an introductory section and five papers. The first pa
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Hobson, Paula Lee. "Integrated marketing communications at community colleges." abstract and full text PDF (free order & download UNR users only), 2008. http://0-gateway.proquest.com.innopac.library.unr.edu/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:1453583.

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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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Kreidly, Fikrie, Abdikadar Aden, and Adnan Tvrtkovic. "Integrated Marketing Communications : A quantitative study of the perceptions of integrated marketing communications in the Swedish market." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35476.

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When planning to implement a marketing tool such as Integrated Marketing Communication (IMC) into ones company, marketers need to know what IMC means or is perceived to be in their environment. The definition of IMC is shown in the background chapter of this study and more definitions are stated in the theoretical frame chapter as well. Months of research lead to the conduction of a study, that is to test the perception of IMC in the Swedish market by sampling and sending questionnaires to Swedish marketers. Five Hypotheses were formed to test if each factor has a positive or negative relation
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Svobodova, Petra, and Anna Gnyria. "Cross-cultural differences in marketing communications : The Importance of cross-cultural differences in the marketing communications: Investigated in Central and Eastern Europe." Thesis, Karlstads universitet, Avdelningen för företagsekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-27896.

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Despite the globalization and cultures’ convergence, it is scholarly recognized that cross-cultural issues are important in a business context, especially for companies extending their activities internationally. However, existing theory does not provide an explicit answer of how cultural differences between countries influence customers’ perception of different aspects of marketing communication mix. That is why the underlying task of the current paper is to investigate if cross-cultural differences within the same geographic region are big enough to affect customers’ perception of marketing
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Books on the topic "Marketing communications"

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Grigoryan, Ekaterina. Marketing communications. INFRA-M Academic Publishing LLC., 2020. http://dx.doi.org/10.12737/1002563.

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The tutorial introduces the basic tools of marketing communications such as advertising, PR, sales promotion, personal selling, sponsoring, branding, and provides guidance on establishing, planning, budgeting, and performance evaluation. Special attention is paid to the peculiarities of formation of communicative policy and strategy of the enterprise. Presents the tasks for seminars: tests, practical situations, test questions.&#x0D; Meets the requirements of Federal state educational standards of higher education of the latest generation and the programs of preparation of bachelors on directi
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Eagle, Lynne, Barbara Czarnecka, Stephan Dahl, and Jenny Lloyd. Marketing Communications. Routledge, 2020. http://dx.doi.org/10.4324/9781003089292.

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Gilliland, Debbie. Marketing communications. 2nd ed. BPP Publishing, 2004.

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

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Marketing, Chartered Instiutute of, ed. Marketing communications. CIM Publishing, 2003.

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

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

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Wood, Gill. Marketing communications. Elsevier, 2004.

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Kitchen, Philip J., and Marwa E. Tourky. Integrated Marketing Communications. Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-030-76416-6.

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Jefkins, Frank. Modern Marketing Communications. Springer Netherlands, 1991. http://dx.doi.org/10.1007/978-94-011-6868-7.

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Book chapters on the topic "Marketing communications"

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Baker, Michael J. "Marketing communications." In Marketing. Macmillan Education UK, 1991. http://dx.doi.org/10.1007/978-1-349-21395-5_15.

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Christopher, Martin, and Malcolm McDonald. "Communications Strategy." In Marketing. Macmillan Education UK, 1995. http://dx.doi.org/10.1007/978-1-349-23858-3_13.

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Groucutt, Jonathan, and Cheryl Hopkins. "Integrated Marketing Communications." In Marketing. Macmillan Education UK, 2016. http://dx.doi.org/10.1007/978-1-137-33606-4_9.

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Baker, Michael J. "Marketing Communications." In Marketing: An Introductory Text. Macmillan Education UK, 1996. http://dx.doi.org/10.1007/978-1-349-25139-1_15.

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Groucutt, Jonathan, and Paul Griseri. "Marketing communications." In Mastering e-Business. Macmillan Education UK, 2004. http://dx.doi.org/10.1007/978-0-230-21451-4_7.

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Macarthur, Hamish E., and Merlin Stone. "Marketing Communications." In How to Market Computers and Information Technology. Palgrave Macmillan UK, 1994. http://dx.doi.org/10.1007/978-1-349-13402-1_7.

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Hart, Norman A. "Marketing Communications." In Strategic Public Relations. Palgrave Macmillan UK, 1995. http://dx.doi.org/10.1007/978-1-349-13481-6_3.

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Evans, Martin, and Luiz Moutinho. "Marketing Communications." In Contemporary Issues in Marketing. Macmillan Education UK, 1999. http://dx.doi.org/10.1007/978-1-349-14299-6_8.

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Crosier, Keith. "Marketing Communications." In Marketing Theory and Practice. Macmillan Education UK, 1995. http://dx.doi.org/10.1007/978-1-349-24260-3_13.

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Alsem, Karel Jan. "Marketing communications." In Strategic Marketing Planning, 2nd ed. Routledge, 2023. http://dx.doi.org/10.4324/9781003381488-17.

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Conference papers on the topic "Marketing communications"

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Vijayakumar, R., and A. Geetha. "Impact of Green Marketing Communications on Consumer’s Behaviour." In 2024 2nd International Conference on Recent Advances in Information Technology for Sustainable Development (ICRAIS). IEEE, 2024. https://doi.org/10.1109/icrais62903.2024.10811735.

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Gujar, Praveen, Gunjan Paliwal, and Sriram Panyam. "Revolutionizing In-House Digital Marketing with End-to-End Marketing Automation Powered by AI and SaaS." In 2024 IEEE Colombian Conference on Communications and Computing (COLCOM). IEEE, 2024. http://dx.doi.org/10.1109/colcom62950.2024.10720305.

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Eisenhauer, Nicci. "Industrial Marketing & Sales in a Digital Age." In SSPC 2012 Greencoat. SSPC, 2012. https://doi.org/10.5006/s2012-00012.

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Abstract The participation of sales, technical and marketing personnel in the development and implementation of an internet-based communications strategy that represents the company’s expertise in the format of education and information-sharing via various web-based tools will yield brand awareness, brand credibility and brand loyalty, while potentially shortening sales cycles. Using a balanced mix of traditional marketing tactics employed more effectively to drive traffic to informational venues such as blogs, forums and the corporate website for information in the spirit of furthering the in
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Ma, Jianrui, Xiaolu Han, Chaolun Wang, and Shilian Yu. "Technological Impact on Private Domain Marketing Systems." In 2024 International Conference on Ubiquitous Computing and Communications (IUCC). IEEE, 2024. https://doi.org/10.1109/iucc65928.2024.00105.

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Tatikonda, Reshmi, Jainath Ponnala, Ramya Thatikonda, Dileep Kumar Yendluri, M. Kempanna, and Bhuvanesh Ananthan. "Optimizing Digital Marketing Strategies Through Search Engine Optimization." In 2024 IEEE International Conference on Contemporary Computing and Communications (InC4). IEEE, 2024. http://dx.doi.org/10.1109/inc460750.2024.10649088.

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Wang, Yue, Yi Yang, Yun Zhao, et al. "Telecom Marketing Recommendation Script Generation Based on LLM Structure." In 2024 International Conference on Ubiquitous Computing and Communications (IUCC). IEEE, 2024. https://doi.org/10.1109/iucc65928.2024.00102.

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Falovych, Volodymyr, Nataliia Falovych, Oksana Shevchuk, and Liliya Yakymyshy. "Modern methods of marketing research in the development of digital communications." In Achievements of Science and Education in the Modern World. PE Lesiuk T.P., 2025. https://doi.org/10.64076/iedc250614.04.

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Xu, Haitao, Yiwen Sun, Kaleem Ullah Qasim, et al. "Understanding the Business of Online Affiliate Marketing: An Empirical Study." In IEEE INFOCOM 2025 - IEEE Conference on Computer Communications. IEEE, 2025. https://doi.org/10.1109/infocom55648.2025.11044696.

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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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Railean, Elena. "Features of marketing communications of higher educational institutions in Moldova." In Conferința științifică națională cu participare internațională "Integrare prin cercetare și inovare", dedicată Zilei Internaționale a Științei pentru Pace și Dezvoltare. Moldova State University, 2025. https://doi.org/10.59295/spd2024s.25.

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The article reflects the results of a desk study of the features of marketing communications of six higher education institutions of the country with the purpose of optimizing the communication policy of universities. The analysis of promotion techniques allowed us to identify all the promotion tools used by universities: advertising, PR, sales promotion, personal sales and direct marketing. The most used promotion techniques among universities were determined to be PR and direct marketing. Traditional advertising is little used by universities. The analysis of university websites determined t
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Reports on the topic "Marketing communications"

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

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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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Finch, John, and Chuks Otioma. Consumers as Innovators and the UK Financial Conduct Authority’s Consumer Duty. University of Glasgow and University of Strathclyde, 2025. https://doi.org/10.36399/gla.pubs.349742.

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We address the scope, purpose, and initial implementation from July 2023 of the UK Financial Conduct Authority’s (FCA) Consumer Duty. As an instance of financial regulation innovation, the Consumer Duty is having a major impact in the financial services sector and has impacted on the organisation of markets for financial services and in the interactions of consumers and providers. The Duty brings to prominence the ways in which the production, marketing and use of financial services products and services are strongly interrelated. It highlights: (1) Consumers’ financial literacy; (2) Providers
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Aboal, Diego, and Ezequiel Tacsir. Innovation and Productivity in Services and Manufacturing: The Role of ICT Investment. Inter-American Development Bank, 2015. http://dx.doi.org/10.18235/0011715.

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Several studies have highlighted information and communications technology (ICT) as a driver of firm productivity in developed countries. However, evidence of the impacts of ICT on services and manufacturing, particularly in developing countries, is scarce. This paper analyzes the determinants of investment in ICT at the firm level and how investments in ICT ultimately affect innovation and productivity in Uruguayan service firms compared to manufacturing firms. The results show that investments in ICT are subject to economies of scale to a greater degree than other types of investments. They
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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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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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Albert, Jose Ramon, Francis Mark Quimba, Ramonette Serafica, et al. The Extent of Innovation in Philippine Business and Industry: Results of the 2021 PIDS Survey of Innovation Activities. Philippine Institute for Development Studies, 2023. http://dx.doi.org/10.62986/dp2023.11.

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Following Schumpeter’s ideas, the Oslo Manual defines innovation as “the implementation of a new or significantly improved product (good or service), or process, a new marketing method, or a new organizational method in business practices, workplace organization or external relations”. With the advent of the Fourth Industrial Revolution, governments have become even more cognizant of innovation as a major driver of economic performance, from output to productivity and competitiveness. The Philippine government acknowledges its role in establishing and maintaining a conducive policy environment
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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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