Marketing communications strategy

This paper contributes to the literature on the internationalization process of new ICT companies, especially the ride-hailing developer firms. It analyzes the global expansion of UBER in the Asian market. UBER did an aggressive expansion using a standard business model in every market that they get into. The strategy was on scale economy rather than localization of services. The case analysis suggests that UBER was unsuccessful in its global expansion due to a number of factors especially t

7p longtimenosee10 26-04-2024 2 2   Download

This thesis extends research on marketing communication and promotional mix strategies. Extant literature reveals that there is a dearth of academic research and literature on marketing communication, promotional mix, and IMC in Lao PDR HEIs. Promotional mix is defined as a form of marketing communication consisting of advertising, publicity, sales promotion, direct marketing, personal selling, events, and sponsorships. Promotional mix tools have been employed as a significant component of marketing communication strategies.

196p runthenight04 02-02-2023 8 3   Download

The focus of this study is on two of these factors: gender stereotyping and bullying. Gender stereotypes are the beliefs and attitudes that are presumed to distinguish between women and men (Rollero, Glick & Tartaglia, 2014), while bullying can be referred to as the repeated acts of an individual or group with the intention to harman individual holding an inferior position of power (Goldsmid & Howie 2014). While these two separate issues can occur independent of one another and in combination, gender based stereotyping and bullying both form critical barriers to female professionals.

144p runthenight04 02-02-2023 9 3   Download

This research investigates the current white spaces of green marketing and country of origin effects, where new research could contribute theoretical value. The conducted research examines American and Swedish consumers’ environmental awareness, willingness and initiative in contributing to their societies for future sustainability. Using a sample of 118 consumers from an intermediated questionnaire for the offline market, a conceptual framework was developed where the study created the foundation and reasonable support for the purposed framework.

0p nguyenyenyn117 18-06-2019 40 6   Download

Lecture "Marketing metrics - Chapter 4: Non-financial metrics" presentation of content: Product and portfolio management, pricing strategy, chanel and retail management, marketing communication metrics.

22p bautroibinhyen11 03-01-2017 69 3   Download

In this chapter you will learn: The promotion mix, integrated marketing communications, a view of the communications process, steps in developing effective marketing communication, setting the total promotion budget and mix, socially responsible marketing communication.

38p allbymyself_06 28-01-2016 69 7   Download

This chapter discuss the role of a company’s salespeople in creating value for customers and building customer relationships, identify and explain the six major sales force management steps, discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing,...

32p allbymyself_06 28-01-2016 79 7   Download

In this chapter you will learn: The promotion mix, integrated marketing communications, a view of the communications process, steps in developing effective marketing communication, setting the total promotion budget and mix, socially responsible marketing communication.

38p allbymyself_06 28-01-2016 74 7   Download

Architecting the T elecommunication Evolution: T oward Converged Network Services Vijay K.

334p nt18104 30-05-2013 56 7   Download

Advertising is a form of communication for marketing and used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. In Latin, ad vertere means “to turn the mind toward.” [1] The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful.

0p camnhung_1 07-12-2012 92 4   Download

The creative process of advertising is guided by specific goals and objectives and requires the development of a creative strategy or plan of action for achieving the goal. Creative strategy development actually begins with a thorough assessment of the marketing and promotional situation and a determination of what needs to be communicated to the marketer’s target audience. Creative strategy should, however, also be based on a number of other factors that are stated in the creative or copy platform....

22p camnhung_1 07-12-2012 79 11   Download

The objective of this chapter is to show how communications media help advertisers achieve marketing and advertising objectives. To get their messages to the right people in the right place at the right time, media planners follow the same procedures as marketing and advertising planners: setting objectives, formulating strategies, and devising tactics. To make sound decisions, media planners today must possess marketing savvy, analytical skill, and creativity.

23p camnhung_1 07-12-2012 68 12   Download

Tài liệu giáo trình môn Marketing management_ Chapter " Communications and Advertising Strategy ", dành cho sinh viên bậc đại học, cao học đang theo học các ngành kinh tế, marketing...

47p truongan 18-11-2009 227 108   Download

Support to the mitigation of effects of CC and adaptation to new realities. Support to mitigation of GHG emissions. Support to developing carbon markets. Support to research, data collection and analysis. Support to development of national policies, strategies, plans. Support to national-international coordination, policy dialogue, ODA channeling

11p hoangdung 15-03-2009 153 11   Download