IDEAS home Printed from https://ideas.repec.org/a/hmm/journl/v1y2011i4p15-24.html
   My bibliography  Save this article

Conceptual Aspects Regarding The Specifics Of Marketing Strategies In The Audiovisual Field

Author

Listed:
  • BUDACIA, Andreea

Abstract

The 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 “the path chosen by the enterprise in order to achieve certain goals†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, well 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.

Suggested Citation

  • BUDACIA, Andreea, 2011. "Conceptual Aspects Regarding The Specifics Of Marketing Strategies In The Audiovisual Field," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 1(4), pages 15-24, December.
  • Handle: RePEc:hmm:journl:v:1:y:2011:i:4:p:15-24
    as

    Download full text from publisher

    File URL: http://holisticmarketingmanagement.ro/RePEc/hmm/v1i1/4/4.pdf
    Download Restriction: no

    More about this item

    Keywords

    Marketing Strategies; Audiovisual Field; Audiovisual Services; Marketing Mix;

    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
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

    Statistics

    Access and download statistics

    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:hmm:journl:v:1:y:2011:i:4:p:15-24. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Theodor Valentin Purcarea). General contact details of provider: http://holisticmarketingmanagement.ro .

    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 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.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.