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Traditional Marketing, Relationship Marketing and Experiential Marketing of Services and Product Brands: Communication with the Consumer on Facebook Portal (Marketing tradycyjny, relacji i doswiadczen marek uslugowych i produktowych – komunikacja z konsumentem na portalu Facebook)

Author

Listed:
  • Dagmara Stangierska

    (Szkola Glowna Gospodarstwa Wiejskiego w Warszawie, Wydzial Nauk o Zywieniu Czlowieka i Konsumpcji, Katedra Organizacji i Ekonomiki Konsumpcji, Zaklad Zarzadzania w Gastronomii i Hotelarstwie)

  • Hanna Gorska-Warsewicz

    (Szkola Glowna Gospodarstwa Wiejskiego w Warszawie, Wydzial Nauk o Zywieniu Czlowieka i Konsumpcji, Katedra Organizacji i Ekonomiki Konsumpcji, Zaklad Zarzadzania w Gastronomii i Hotelarstwie)

Abstract

The aim of the study was to show selected aspects of communication activity in the field of traditional marketing, relationship marketing and experience marketing based on the example of four brands (two product brands and two service ones). The marketing activity of product brands (Pepsi and Coca-Cola) as well as service ones (KFC i McDonald’s) on Facebook in three months (August–October 2015) were analyzed. The results of qualitative and quantitative research show that more active marketing communication was related with product brands compared with service ones. On service brands profiles, companies more often used communications qualifying as relationship and experience marketing.

Suggested Citation

  • Dagmara Stangierska & Hanna Gorska-Warsewicz, 2016. "Traditional Marketing, Relationship Marketing and Experiential Marketing of Services and Product Brands: Communication with the Consumer on Facebook Portal (Marketing tradycyjny, relacji i doswiadczen," Problemy Zarzadzania, University of Warsaw, Faculty of Management, vol. 14(58), pages 125-137.
    • Handle: RePEc:sgm:pzwzuw:v:14:i:58:y:2016:p:125-137
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    More about this item

    Keywords

    traditional marketing; relationship marketing; experience marketing; brand; product; service;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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