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: 19 February 2023

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

Select a source type:

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

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

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

Journal articles on the topic "Marketing communications"

1

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

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

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

Full text
Abstract:
Subject area Integrated advertising, promotion and marketing communications. Study level/applicability The case has been developed for use in marketing communication as well as strategic brand management courses of MBA and/or PGDM programmes. It high/ights the fact that generating interest amongst customers is not the only task of marketing strategists but conversion of such interest into an effective purchase is what the marketing department should be looking for. Case overview The case takes the students through the journey of Vodafone's marketing communication since its introduction in the Indian market. It gives the reader a briefing as to how Vodafone has grown in the past few years - the changes in communication strategies involved to propagate the product; the integrated marketing communications that have he/ped Vodafone increase its customer base considerably. As mentioned by Marten Pieters, CEO of Vodafone Essar, India is an emerging market and it is necessary for Vodafone not on/y to increase its customer base but a/so to generate revenues. Therefore, his di/emma is how to bring about the perceptual connect with customers which induces them into product usage. Expected learning outcomes The area of integrated advertising, promotion and marketing communications is an integral part of marketing. It forms the foundation of creating effective marketing programmes that in turn helps develop positive product perception in the minds of the customers. It also helps the student understand the role of customizing the marketing communication according to the target audience and the importance of integrating advertising with not only the promotional activities but also other newer forms of marketing communications. The case has been structured to achieve the following learning objectives: the role of marketing communications in creating and building brand Vodafone; understanding the importance and key elements of Vodafone's Zoozoo ad campaign relating it to Vodafone's communication strategies; and the effect of marketing communication on the customers' perception about the brand. Supplementary materials Teaching notes are available. Please consult your librarian for access.
APA, Harvard, Vancouver, ISO, and other styles
3

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

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

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

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

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

Full text
Abstract:
In running a business, it is inseparable from marketing activities, no matter how good the value of the product sold without being balanced with the right marketing, it will not get optimal sales. Today's business activities place marketing as an important part of increasing sales turnover in a business organization. Integrated marketing communications are a part of marketing that plays an important role in increasing sales. However, not all business actors have implemented integrated marketing communications effectively and efficiently. The impact of this is that the message that the seller wants to convey does not reach consumers and potential buyers. Thus resulting in the re-promotion of the product. This study uses a qualitative descriptive type of research with a case study approach to Pure Milk MSMEs with data collection sourced from interviews of MSME owners and various references with related studies to complement this research. The result of this research is the importance of the role of integrated marketing communication in Pure Milk MSMEs, what marketing communication strategies have been applied to Pure Milk MSMEs, and what efforts will be made in the application of integrated marketing communication.
APA, Harvard, Vancouver, ISO, and other styles
6

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

Full text
Abstract:
The scipe of marketiing communication is devided into internal and external marketing communication. Internal marketing communication is carried out to build relationship between companies and the organizations within them, including shareholders, employess and stake holders in the company. While external marketing communications aims to build a corporate image and strong relationships between companies with other parties including consumers and the public at large. CRM is one of the strategies that can help maximize the objectives of marketing communications carried out by companies relating to products and services. The integration of the CRME model allows companies to manage relationships with customers so that an effective relationship management focus is achieved based on mapping of elements of IT, relationship marketing dan organizational climate.
APA, Harvard, Vancouver, ISO, and other styles
7

Zimand Sheiner, Dorit, and Tamar Lahav. "Managing marketing communications." Qualitative Market Research: An International Journal 23, no. 3 (January 13, 2020): 363–79. http://dx.doi.org/10.1108/qmr-12-2017-0177.

Full text
Abstract:
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, quantitative content analysis and thematic analysis. Findings It was demonstrated that customers use Facebook as a discourse platform for TV commercial brand advertising. However, brands are not always prepared to engage in online CIC involving advertising issues. The reply rate is moderate and the reply manner is not consistent, tending to be characterized as “official and dismissive.” Research limitations/implications Data collection used a sample of two case studies. However, they generated rich findings, enough to support the purpose of the study. Originality/value This paper expands the contemporary CIC point of view and adds an integrated marketing communications (IMC) perspective. It extends the perception of CIC from product-level customer service to brand-level discourse. Finally, it fills the research gap by using a research tool based on consumer-initiated touch-point communication model. Theoretical and practical implications are presented.
APA, Harvard, Vancouver, ISO, and other styles
8

Schultz, Don E. "Integrated Marketing Communications." Journal of Promotion Management 1, no. 1 (February 12, 1992): 99–104. http://dx.doi.org/10.1300/j057v01n01_07.

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

Samu, Sridhar, and Walter Wymer. "Cause marketing communications." European Journal of Marketing 48, no. 7/8 (July 8, 2014): 1333–53. http://dx.doi.org/10.1108/ejm-04-2012-0226.

Full text
Abstract:
Purpose – This study aims to investigate the effects of type of message (information/buy), the moderating effects of fit (high/low) and salience (brand vs cause) and the mediating effects of attributions of partner motives in cause marketing advertisements. Design/methodology/approach – Two experiments, one with students and the second with a more representative sample of the population were used to investigate the effects. ANOVA and structural equation modeling were used to test the relationships. Findings – Fit and salience were found to be key moderators on the effect of type of message on consumer responses. While brands can use a buy message when they are salient, this benefits them only when fit is high. For informational messages, cause salience leads to positive outcomes, especially when fit is low. Further, consumer attributions of partner motives mediate responses to the advertisement. Research limitations/implications – Type of message is an important variable that needs to be selected with care. However, the moderating effects of fit and salience and the mediating effects of consumer attributions of partner motives may be able to overcome type of message. Practical implications – Initial partner selection is critical for the brand. A second key factor is inferences due to the specific message, fit and salience. Nonprofit firms have less to worry about fit compared to brands as attitude and behavioral intentions are high under both fit conditions. Social implications – Cause marketing can be used successfully to benefit both brand and cause simultaneously. Originality/value – This study examines the effects for both brands and causes and suggests ways in which both can benefit, leading to a win–win situation. This is an important contribution to the cause marketing field.
APA, Harvard, Vancouver, ISO, and other styles
10

Ashford, Ruth. "Simply Marketing Communications." Marketing Review 10, no. 2 (May 24, 2010): 203–4. http://dx.doi.org/10.1362/146934710x505780.

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

Dissertations / Theses on the topic "Marketing communications"

1

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.

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

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.

Full text
Abstract:

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

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

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.

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

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.

Full text
Abstract:
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.
APA, Harvard, Vancouver, ISO, and other styles
5

Ogorelkova, Elena. "New trends in marketing communications." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-10839.

Full text
Abstract:
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 shown in the thesis -- the way how current technological, ecological, social and economical changes influence modern consumers' lifestyles, habits, and how marketing promotional tactics are adjusting to these changes.
APA, Harvard, Vancouver, ISO, and other styles
6

Leppäniemi, M. (Matti). "Mobile marketing communications in consumer markets." Doctoral thesis, University of Oulu, 2008. http://urn.fi/urn:isbn:9789514288159.

Full text
Abstract:
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 paper evaluates the current state of mobile marketing research based on a review and an analysis of extant literature that focuses on mobile (or wireless) applications aimed at marketing or advertising. Various definitions of mobile marketing are evaluated and a more technologically-agnostic definition is provided. The second paper presents a framework of the mobile marketing communications environment that delineates how mobile marketing should be integrated into a company's integrated marketing communications strategy. A comprehensive overview of divergent mobile marketing activities is provided, along with representative examples derived from popular press. In addition, a detailed description of mobile marketing campaign planning and its implementation process is provided. The third paper provides a conceptual model of the relationships between interactive integrated marketing communications and database management in a mobile context. The results from empirical research suggest that consumers are willing to participate in Short Message Service (SMS) marketing in a retailing context. The fourth and fifth papers utilize data collected by means of an online survey (n = 4,062) and examine the factors associated with consumers' intention to receive mobile advertising messages and responses to SMS direct-response campaigns. The results suggest that consumers' intention to receive mobile advertising messages is related to the relevance of the message, permission to receive mobile advertising messages, the benefits of receiving the message and the privacy of personal data. In addition, the results suggest that women and men differ significantly in their responses to SMS call-to-action campaigns, consumers aged 36–45 years are most likely to respond to SMS call-to-action in a TV program and participate in SMS sweepstakes and other competitions, and that employment status has a substantial impact on consumers' SMS campaign activity. Overall, this thesis provides a conceptual and theoretical foundation intended to guide research efforts focused on mobile media and to aid practitioners in their quest to achieve mobile marketing success.
APA, Harvard, Vancouver, ISO, and other styles
7

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.

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

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.

Full text
Abstract:
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 with IMC. A questionnaire was formulated that tested all of the five main success factors (customer focus, targeted communication, customer-brand relationship, synergy and communication channels) in relation to IMC and how the Swedish marketers perceived each one of the factor’s connection to IMC. The marketers were chosen due to the fact that they would know most about IMC since it’s within the field of marketing.  It was found that Swedish marketers support 2 out of the 5 hypotheses. This means that the results showed that Swedish marketers perceive that there is a positive relationship between both channels of communication and IMC, and customer brand relationship and IMC, while targeted communication, customer focus and synergy were denied to be as positively related to IMC. This study would be of great help to a Swedish company trying to implement IMC because it gives directions to the Swedish perception of it, thereby making it more clear to know exactly what they are implementing, which help them find out in what way they should implement IMC, in order to avoid failures that could be very expensive.
APA, Harvard, Vancouver, ISO, and other styles
9

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

Full text
Abstract:
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 the conceptual lens of the channel expansion theory and the use of software coding to identify patterns and themes. Three important themes emerged: informal assessment strategies, indirect assessment strategies, and efficient versus timely assessments. The first theme suggested the effectiveness of an informal assessment strategy, depending on the size and complexity of the organization. The second theme reflected the effectiveness of an indirect assessment for organizations that lack the resources to support a more direct and specific assessment process. The third theme reflected the participants' perceptions of informal and indirect assessments may be more efficient, the feedback from the assessments are often less timely. Managers may consider these themes in formulating communication policies. The findings of this case study may have implications for positive social and economic change. Small professional service firms, such as legal firms, provide important services to individuals, families, and businesses in their community.
APA, Harvard, Vancouver, ISO, and other styles
10

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.

Full text
Abstract:
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 communication mix used. To facilitate a data collection, Central and Eastern European region represented by Ukraine and Czech Republic were chosen. As a reference tourism industry was used, due to its’ current significance, scale and global nature. Data was collected by conducting secondary and primary research, both having quantitative nature. Secondary data was collected through statistical offices and official on-line sources. For the primary research purposes a questionnaire survey was conducted among pre-defined target audience in Czech Republic and Ukraine. 300 responses obtained provided a solid basis for the further analysis.  Based on the relevant theory and secondary research findings four hypotheses were developed to address the research question “Does cross-cultural differences within Central and Eastern Europe affect the marketing communication mix in a specific industry?”. The study results provided that cultural differences exist not only between different regions, but also found within the same geographic region. When considered from marketing perspective, they are significant enough to influence customers’ preferences and perceptions of different aspects of marketing communication mix. The results obtained are specific for a particular case, so they can not be applied to some other countries. However, when it comes to marketing communication perceptions, the results can be used as guidelines by other industries then tourism
APA, Harvard, Vancouver, ISO, and other styles
More sources

Books on the topic "Marketing communications"

1

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

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

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

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

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

Find full text
APA, Harvard, Vancouver, ISO, and other styles
4

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

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

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

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

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

Full text
Abstract:
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. Meets the requirements of Federal state educational standards of higher education of the latest generation and the programs of preparation of bachelors on directions 38.03.02 "Management" (profile "Management", "Marketing"), 38.03.05 "Business-Informatics", 38.03.06 "trading business" (specialization "Commerce"), etc. For anyone interested in the issues of marketing communications: teachers, graduate students, researchers and practitioners.
APA, Harvard, Vancouver, ISO, and other styles
7

Eagle, Lynne, Barbara Czarnecka, Stephan Dahl, and Jenny Lloyd. Marketing Communications. Second edition. | Abingdon, Oxon; New York, NY: Routledge, 2021.: Routledge, 2020. http://dx.doi.org/10.4324/9781003089292.

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

Wood, Gill. Marketing communications. Oxford: Elsevier, 2004.

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

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

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

Tom, Griffin. International marketing communications. Oxford [England]: Butterworth-Heinemann, 1993.

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

Book chapters on the topic "Marketing communications"

1

Baker, Michael J. "Marketing communications." In Marketing, 348–67. London: Macmillan Education UK, 1991. http://dx.doi.org/10.1007/978-1-349-21395-5_15.

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

Christopher, Martin, and Malcolm McDonald. "Communications Strategy." In Marketing, 200–214. London: Macmillan Education UK, 1995. http://dx.doi.org/10.1007/978-1-349-23858-3_13.

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

Baker, Michael J. "Marketing Communications." In Marketing: An Introductory Text, 342–58. London: Macmillan Education UK, 1996. http://dx.doi.org/10.1007/978-1-349-25139-1_15.

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

Groucutt, Jonathan, and Paul Griseri. "Marketing communications." In Mastering e-Business, 120–51. London: Macmillan Education UK, 2004. http://dx.doi.org/10.1007/978-0-230-21451-4_7.

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

Macarthur, Hamish E., and Merlin Stone. "Marketing Communications." In How to Market Computers and Information Technology, 109–27. London: Palgrave Macmillan UK, 1994. http://dx.doi.org/10.1007/978-1-349-13402-1_7.

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

Hart, Norman A. "Marketing Communications." In Strategic Public Relations, 24–49. London: Palgrave Macmillan UK, 1995. http://dx.doi.org/10.1007/978-1-349-13481-6_3.

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

Evans, Martin, and Luiz Moutinho. "Marketing Communications." In Contemporary Issues in Marketing, 119–34. London: Macmillan Education UK, 1999. http://dx.doi.org/10.1007/978-1-349-14299-6_8.

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

Crosier, Keith. "Marketing Communications." In Marketing Theory and Practice, 216–49. London: Macmillan Education UK, 1995. http://dx.doi.org/10.1007/978-1-349-24260-3_13.

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

Ellwood, Iain, and Sheila Shekar. "Marketing communications." In Wonder Woman, 142–66. London: Palgrave Macmillan UK, 2008. http://dx.doi.org/10.1057/9780230594036_8.

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

Morrison, Alastair M. "Marketing communications." In Tourism Marketing, 417–62. London: Routledge, 2022. http://dx.doi.org/10.4324/9781315856094-13.

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

Conference papers on the topic "Marketing communications"

1

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

Full text
Abstract:
Organizations through various forms of marketing communica­tions strive to increase brand awareness and create a brand image in the market. Through these communications, relationships between consumers and companies are developed, to build customer loyalty. Correlation re­lations showed that there is a great dependence between the variables of marketing communication and the variables of brand building and business performance. The regression model found that marketing communications have the greatest impact on brand recognition in the market, highlighting the impact of public relations and direct marketing. It has been confirmed that economic propaganda, sales promotion and internet marketing are the best predictors of market participation as business performance of an organization. The results of the research indicated that the impact of mar­keting communications on brand building is greater if the organization is ready to conduct adequate marketing research and to the greatest extent satisfies the needs and requirements of consumers.
APA, Harvard, Vancouver, ISO, and other styles
2

Rakhmatov, Ziyodullo. "The System of Marketing Communications in the Passenger Transport by Railway." In International Conference on Eurasian Economies. Eurasian Economists Association, 2018. http://dx.doi.org/10.36880/c10.02122.

Full text
Abstract:
Latter trends evidence the growing competition amongst the transportation modes in the Republic of Uzbekistan, led by the development of the railway sector. In growing competitive conditions, it is vital to for the management of JSC "Uzbekistan Temir Yollari" to implement the most modern approaches and methods for arranging passenger transportation. This article aims to review the role of marketing activities in increasing the competitiveness of the railway transportation sector. The improvement of the transport activities is associated with the developments of social and economic sectors of the country. Thus, the purpose of the research is to identify the role of railway sector in the economic development of the country, as well as the influence of the social sector improvements to the competitiveness of the railway industry. Furthermore, the study investigates the modern marketing strategies in promoting the railway sector. The global experience proves the importance of planning effective marketing communications in developing the railway sector. The research findings suggest the application of a client-oriented approach as the most effective strategy of marketing communications strategy in the country. The client-oriented approach allows to accurately complete the planning process at each stage of service delivery, that assumes the previously planned algorithm of the marketing communications based on the received results. The importance of the previously planned algorithm is that it allows step by step planning activities of marketing communication considering the features of the railways transportation and in case of failure, allows to optimize this process through applying necessary measures.
APA, Harvard, Vancouver, ISO, and other styles
3

Povolná, Lucie. "MARKETING COMMUNICATIONS ON B2B MARKETS." In DOKBAT 2017. Tomas Bata University in Zlín, Faculty of Management and Economics, 2017. http://dx.doi.org/10.7441/dokbat.2017.29.

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

Andryakov, Anton Andreevich, Sindarov Sherzod Egamberdievich, Radjabov Ozod Sattorivich, Avezova Mohigul Rustamovna, and Asqarova Dilorom Xojimuratovna. "Ways of Improving Marketing Communications." In 2019 International Conference on Information Science and Communications Technologies (ICISCT). IEEE, 2019. http://dx.doi.org/10.1109/icisct47635.2019.9011862.

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

Štofková, Jana, Stanislav Štofko, and Zuzana Štofková. "MARKETING COMMUNICATIONS WITH STUDENTS AT UNIVERSITIES." In International Technology, Education and Development Conference. IATED, 2016. http://dx.doi.org/10.21125/iceri.2016.0639.

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

Khalilov, Arsen, Sergey Shestov, and Viktor Shinkarenko. "Marketing Communications in the Digital Economy." In VIII International Scientific and Practical Conference 'Current problems of social and labour relations' (ISPC-CPSLR 2020). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/assehr.k.210322.134.

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

Gunawan, Griven Hans, and Wulan Purnama Sari. "Marketing Communications During the 2020 Pandemic." In International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/assehr.k.210805.108.

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

El Adawiyah, Sa’diyah, Tria Patrianti, Meilani Dhamayanti, Nurul Intan Pratiwi, Siti Seituni, and Rahmanita Ginting. "Integrated Marketing Communications Sharia Banking Economy." In International Conference on Social, Economics, Business, and Education (ICSEBE 2021). Paris, France: Atlantis Press, 2022. http://dx.doi.org/10.2991/aebmr.k.220107.017.

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

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

Full text
Abstract:
Storytelling-based multimedia can be used as an alternative marketing communications MSMEs craftsmen Batik " Sekar Arum " in Desa Wukirsari , sub-district Imogiri, Kabupaten Bantul. Assistance is aimed to build self-reliance and improve the confidence of members and officials of SMEs craftsmen Batik " Sekar Arum " to strengthen the marketing communication through storytelling -based technology multimedia. Through storytelling, the " Sekar Arum " Batik craftsman group UMKM can easily communicate the results of their products. Strengthening marketing through a story packed with photos, videos, animation as multimedia content makes potential customers not only more interested and easier to identify batik craft products, without having to come directly to workshops/exhibition events but to form deeper relationships so that they are loyal to SME Batik "Sekar Arum" businesses and products. Multimedia-based storytelling marketing techniques can provide several benefits, including a) Increasing a more loyal relationship with consumers; b) Reaching a wider marketing area, and c) Providing education on Batik products to consumers. The presentation of storytelling through multimedia technology provides an advantage because marketing content is more varied, including text, animation, or video. This variation of content increases the attractiveness of 'Sekar Arum' Batik, thus enhancing its image.
APA, Harvard, Vancouver, ISO, and other styles
10

McCarthy, Jeff, Elke Pioch, Jennifer Rowley, and Catherine Ashworth. "Social network sites and relationship marketing communications." In the 15th International Academic MindTrek Conference. New York, New York, USA: ACM Press, 2011. http://dx.doi.org/10.1145/2181037.2181061.

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

Reports on the topic "Marketing communications"

1

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

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

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

Full text
Abstract:
On behalf of the Happiness University Network, we are pleased to present here an extract of the information concerning the universities working to generate the diffusion of this network. Specifically, with the support of the University of Salamanca and the Pontifical University of Salamanca the aim is to create a friendly and working environment for the dissemination and discussion of the latest scientific and practical developments in the fields of happiness economics, corporate wellbeing, happiness management and organisational communication. It also offers an opportunity for productive encounters, the promotion of collaborative projects and the encouragement of international networking. Below you will find papers related to: Economics of happiness, happiness management, organisational communication, welfare state economics, consumer happiness, leadership, social marketing, happiness management and SDGs, happiness management in human resource strategies, learning and competencies in happiness management, learning and competencies in social well-being, measurement and indicators of happiness and well-being and history of welfare economics.
APA, Harvard, Vancouver, ISO, and other styles
3

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

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

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

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

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

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

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

Full text
Abstract:
The Sunshine Coast (unless otherwise specified, Sunshine Coast refers to the region which includes both Sunshine Coast and Noosa council areas) is a classic regional hotspot. In many respects, the Sunshine Coast has assets that make it the “Goldilocks” of Queensland hotspots: “the agility of the region and our collaborative nature is facilitated by the fact that we're not too big, not too small - 330,000 people” (Paddenburg, 2019); “We are in that perfect little bubble of just right of about everything” (Erbacher 2019). The Sunshine Coast has one of the fastest-growing economies in Australia. Its population is booming and its local governments are working together to establish world-class communications, transport and health infrastructure, while maintaining the integrity of the region’s much-lauded environment and lifestyle. As a result, the Sunshine Coast Council is regarded as a pioneer on smart city initiatives, while Noosa Shire Council has built a reputation for prioritising sustainable development. The region’s creative economy is growing at a faster rate that of the rest of the economy—in terms of job growth, earnings, incomes and business registrations. These gains, however, are not spread uniformly. Creative Services (that is, the advertising and marketing, architecture and design, and software and digital content sectors) are flourishing, while Cultural Production (music and performing arts, publishing and visual arts) is variable, with visual and performing arts growing while film, television and radio and publishing have low or no growth. The spirit of entrepreneurialism amongst many creatives in the Sunshine Coast was similar to what we witnessed in other hotspots: a spirit of not necessarily relying on institutions, seeking out alternative income sources, and leveraging networks. How public agencies can better harness that energy and entrepreneurialism could be a focus for ongoing strategy. There does seem to be a lower level of arts and culture funding going into the Sunshine Coast from governments than its population base and cultural and creative energy might suggest. Federal and state arts funding programs are under-delivering to the Sunshine Coast.
APA, Harvard, Vancouver, ISO, and other styles
7

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

Full text
Abstract:
The article deals with the ways in which social networks and the blogosphere influence the formation and implementation of a PR campaign. Examples from the political sphere (election campaigns, initiatives), business (TV brands, traditional and online media) have revealed the opportunities that Facebook, Telegram, Twitter, YouTube and blogs promote in promoting advertising, ideas, campaigns, thoughts, or products. Author blogs created on special websites or online media may not be as much of a tool in PR as an additional tool on social media. It is noted that choosing a blog as the main tool of PR campaign has both positive and negative points. Social networks intervene in the sphere of human life, become a means of communication, promotion, branding. The effectiveness of social networks has been evidenced by such historically significant events as Brexit, the Arab Spring, and the Revolution of Dignity. Special attention was paid to the 2019 presidential election. Based on the analysis of individual PR campaigns, the reasons for successful and unsuccessful campaigns from the point of view of network communication, which provide unlimited multimedia and interactive tools for PR, are highlighted. In fact, these concepts significantly affect the effectiveness of the implementation of PR-campaign, its final effectiveness, which is determined by the achievement of goals. Attention is drawn to the culture of communication during the PR campaign, as well as the concepts of “trolls”, “trolling”, “bots”, “botoin industry”. The social communication component of these concepts is unconditional. Choosing a blog as the main tool of a marketing campaign has both positive and negative aspects. Only a person with great creative potential can run and create a blog. In addition, it takes a long time. In fact, these two points are losing compared to other internet marketing tools. Further research is interesting in two respects. First, a comparison of the dynamics of the effectiveness of PR-campaign tools in Ukraine in 2020 and in the past, in particular, at the dawn of state independence. Secondly, to investigate how/or the concept of PR-campaigns in social networks and blogs is constantly changing.
APA, Harvard, Vancouver, ISO, and other styles
8

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

Full text
Abstract:
E-branding of Lidl brand is a wide-ranging marketing strategy, which purpose is to keep the current customers and gain new. The authors of advertisments posts, that includes information regarding a specific product (name, information about it, price, reason of showcasing in the specific moment), use semantic (mostly nature, price, tradition, modernity, comfort, luxury), grammatical and non-linguistic categories to convince the receivers to themselves. Such communicational process enables also to read the needs of customers, who – by liking the brand’s page – want (actively) to participate in the whole sales process, want to be informed and to have a chance to use the offer.
APA, Harvard, Vancouver, ISO, and other styles
You might also be interested in the extended bibliographies on the topic 'Marketing communications' for particular source types:
Journal articles Dissertations / Theses Books
We offer discounts on all premium plans for authors whose works are included in thematic literature selections. Contact us to get a unique promo code!

To the bibliography