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Comunicarea de marketing – o analiza din perspectiva evolutiei opticii de marketing

Author

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  • Ioana Popescu

    () (School of Marketing, Bucharest University of Economic Studies)

Abstract

Comunicarea 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.

Suggested Citation

  • Ioana Popescu, 2007. "Comunicarea de marketing – o analiza din perspectiva evolutiei opticii de marketing," Revista de Marketing Online (Journal of Online Marketing), Bucharest University of Economic Studies, School of Marketing, vol. 1(2), pages 17-28, April.
  • Handle: RePEc:ase:journl:v:1:y:2007:i:2:p:17-28
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    File URL: http://www.edumark.ase.ro/RePEc/rmko/2/3.pdf
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    Keywords

    comunicarea integrata de marketing; integrated marketing communications; comunicarea corporativa; corporate communication; promovare; promotion; publicitate; advertising; marca; brand;

    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
    • B41 - Schools of Economic Thought and Methodology - - Economic Methodology - - - Economic Methodology

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