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Adding Value to Customers and Developing Brands through Electronic Newsletters

Author

Listed:
  • Alexandra ZBUCHEA

    (National University of Political Studies and Public Administration, Romania)

  • Rareº MOCANU

    (National University of Political Studies and Public Administration, Romania)

Abstract

Online communication is highly efficient for contemporary business, in most market sectors. In this context, companies use several online instruments in order to achieve a wide array of objectives. Among these, online newsletters (e-newsletters) are widely used, since they offer a lot of benefits for companies. Since they are flexible in terms of format and content, they are suitable to address a wide variety of publics. Therefore, e-newsletters could be not just informative (as they are widely seen), but also could add-value to customers and support branding processes and relationship development. The present paper investigated various benefits of e-newsletters in this context and highlights some rules to ensure an effective added-value e-newsletter. The research made on the e-newsletters of 5 of the leading publishing-houses in Romania shows that, at least in this market sector, this instrument is not used at its full potential. It is considered in most cases a way to stimulate sales, either directly by announcing sales, or indirectly by announcing new books releases. In some cases news on events and on the activity of the publishing-houses are presenting, leading to image development.

Suggested Citation

  • Alexandra ZBUCHEA & Rareº MOCANU, 2013. "Adding Value to Customers and Developing Brands through Electronic Newsletters," Economia. Seria Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 16(2), pages 297-315, December.
    • Handle: RePEc:rom:econmn:v:16:y:2013:i:2:p:297-315
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    References listed on IDEAS

    as
    1. Wendy W. Moe & David A. Schweidel, 2012. "Online Product Opinions: Incidence, Evaluation, and Evolution," Marketing Science, INFORMS, vol. 31(3), pages 372-386, May.
    2. Alvin J. Silk & Lisa R. Klein & Ernst R. Berndt, 2001. "The Emerging Position of the Internet as an Advertising Medium," Netnomics, Springer, vol. 3(2), pages 129-148, September.
    3. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    e-newsletter; branding; publishing industry; Romania.;
    All these keywords.

    JEL classification:

    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • L89 - Industrial Organization - - Industry Studies: Services - - - Other

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