IDEAS home Printed from https://ideas.repec.org/a/aio/aucsse/v3y2010i6p353-358.html
   My bibliography  Save this article

Marketing Communications As A Strategic Function Of Marketing

Author

Listed:
  • Olimpia Oancea Ph.D Student

    (The Bucharest Academy of Economic Studies Bucharest, Romania)

  • Victoria-Mihaela Brînzea Ph.D Student

    (The Bucharest Academy of Economic Studies Bucharest, Romania)

Abstract

Today we put great emphasis on the strategic importance of marketing communication, rather than seeing it as merely a tactical process of promoting the other elements of the marketing mix. Brands exist in the minds of customers not only through their experience of a product or service, but also because of the long-term effects of communication. The purpose of this paper is to highlight the importance of marketing communications - as a strategic function - in the marketing activity of an organization.

Suggested Citation

  • Olimpia Oancea Ph.D Student & Victoria-Mihaela Brînzea Ph.D Student, 2010. "Marketing Communications As A Strategic Function Of Marketing," Annals of University of Craiova - Economic Sciences Series, University of Craiova, Faculty of Economics and Business Administration, vol. 3(38), pages 1-6, May.
    • Handle: RePEc:aio:aucsse:v:3:y:2010:i:6:p:353-358
    as

    Download full text from publisher

    File URL: http://feaa.ucv.ro/AUCSSE/0038v3-041.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    marketing communication; communications strategy; planning marketing communications; strategy push; strategy pull;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aio:aucsse:v:3:y:2010:i:6:p:353-358. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Anca Bandoi (email available below). General contact details of provider: https://edirc.repec.org/data/fecraro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.