Comunicarea de marketing – o analiza din perspectiva evolutiei opticii de marketing
AbstractComunicarea de marketing a devenit un fenomen extrem de important prin amploarea si implicatiile sale asupra vietii organizatiilor si a societatii in general. Succesul unei organizatii, atat din punct de vedere economic si financiar, cat si pe plan social, este conditionat de modul in care managerii organizatiei abordeaza problemele legate de initierea si derularea procesului de comunicare. Atat din punct de vedere practic, cat si pe plan conceptual, comunicarea de marketing s-a dezvoltat in stransa legatura cu filosofia de marketing. Daca vechiului concept de marketing ii corespunde o comunicare rationala, axata pe produs si pe caracteristicile fizice ale acestuia, noul concept de marketing determina organizatiile sa-si modifice discursul, introducand comunicarea bazata pe argumente emotionale. In acest context, rolul marcii, ca vector comunicational, devine esential.
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Bibliographic InfoArticle provided by Academy of Economic Studies, School of Marketing in its journal Revista de Marketing Online (Journal of Online Marketing).
Volume (Year): 1 (2007)
Issue (Month): 2 (April)
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Web page: http://www.edumark.ase.ro
comunicarea integrata de marketing; integrated marketing communications; comunicarea corporativa; corporate communication; promovare; promotion; publicitate; advertising; marca; brand;
Find related papers by JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
- M37 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Advertising
- B41 - Schools of Economic Thought and Methodology - - Economic Methodology - - - Economic Methodology
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