IDEAS home Printed from https://ideas.repec.org/a/dug/journl/y2012i4p45-56.html
   My bibliography  Save this article

Consumer centric marketing communication: Go beyond the actual sale

Author

Listed:
  • CATALINA IOANA CHIRICA

    (Digital Marketing Manager)

Abstract

Changes and challenges are good. Crisis are challenging and changing, so crises are not that bad. In fact, communication during crisis has proven to be an opportunity, rather than a threat to weakened budgets. This paper presents the main changes that occurred in the advertising trends in Romania since the economic crisis emerged. Moreover, this paper is about how advertisers have chosen different and innovative ways of being present on the market, using low budgets. It’s the time of direct consumer communication, 360 strategies, focus on consumer engagement and interaction, creating consumer touch points and building brand stories through emotional rollercoaster and enriching brand experiences. Integrated communication borders switched and pushed new boundaries, with a different focus, this time, consumer centric.

Suggested Citation

  • Catalina Ioana Chirica, 2012. "Consumer centric marketing communication: Go beyond the actual sale," EuroEconomica, Danubius University of Galati, issue 4(31), pages 45-56, November.
    • Handle: RePEc:dug:journl:y:2012:i:4:p:45-56
    as

    Download full text from publisher

    File URL: http://journals.univ-danubius.ro/index.php/euroeconomica/article/view/1465/1413
    Download Restriction: no
    ---><---

    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:dug:journl:y:2012:i:4:p:45-56. 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: Florian Nuta (email available below). General contact details of provider: https://edirc.repec.org/data/fedanro.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.