Conceptual Aspects Regarding The Specifics Of Marketing Strategies In The Audiovisual Field
AbstractThe global market is a challenge which requires a certain attitude from its economic agents, a proactive behavior meant to ensure advantageous positions in certain domains of activity. In the audiovisual domain, major enterprises have a precise and competitive strategy. Marketing strategies represent â€œthe path chosen by the enterprise in order to achieve certain goalsâ€ which are of two types: market strategies and mix strategies. Market strategies typical of audiovisual services have the following criteria for classification: the relation between the demand and the supply, the type of relation with the environment, the competitive relations, the attitude towards viewers. Regarding the services in the audiovisual domain, weâ€™ll take into account, on the one hand, the classical components of mix marketing, namely the product, the price, the investment and the promotion, and, on the other hand, concepts from modern theories such as the personnel (and especially celebrities and the anchor of the respective TV station), the viewer and the relation with the audience.
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Bibliographic InfoArticle provided by Holistic Marketing Management in its journal Holistic Marketing Management.
Volume (Year): 1 (2011)
Issue (Month): 4 (December)
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Web page: http://holisticmarketingmanagement.ro
Marketing Strategies; Audiovisual Field; Audiovisual Services; Marketing Mix;
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
- M39 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Other
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