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2012 | 22 | 2 |
Tytuł artykułu

Rola komunikacji marketingowej w strategii przedsiębiorstw sieciowych

Autorzy
Warianty tytułu
EN
The role of marketing communications in strategies of network organizations
Języki publikacji
PL
Abstrakty
PL
EN
Since all organizations are linked and interdependent, it is crucial to develop network-based strategies with the em­phasis put on building an effective network of relationships with key stakeholders, which results in gaining competitive advantage. Marketing communications play a very important role in the process of building long-term relationships. When developing effective communications strategy, it is necessary to take into consideration current trends in marketing com­munications such as integrated marketing communications concept as well as challenges related to the services com­munications due to the dominance of services in today 's eco­nomy and their role in gaining competitive advantage in the market. Marketers should identify all elements communica­tive in nature -with the emphasis put on the relationship bu­ilding tools, select elements appealing to particular audien­ces, integrate them to create a clear and consistent message and synchronize them -with other activities aimed at develo­ping long-term relationships.
Słowa kluczowe
Wydawca
-
Rocznik
Tom
22
Numer
2
Opis fizyczny
s.142-145,bibliogr.
Twórcy
autor
  • Szkoła Główna Handlowa w Warszawie, Warszawa
Bibliografia
  • [1] BERRY L. 1983. Relationship Marketing in L. Ber­ry, G.L. Shostack and G.D. Upah, Emerging Perspecti­ve on Service Marketing, American Marketing Associa­tion, Chicago.
  • [2] CASTELLS M. 1996. The Rise ofThe Network Socie­ty. The Information Age: Economy, Society and Cultu­re, Vol. I. Cambridge, MA; Oxford, UK: Blackwell.
  • [3] CHRISTOPHER M., PAYNE A. BALLANTYNE D. 1991. Relationship Marketing: Bringing Quality, Cu­stomer Service and Marketing Together, Butterworth­Heinemann, Oxford.
  • [4] CLOW K.E., BAACK D. 2007. Integrated Adverti­sing. Promotion, and Marketing Communications, 3rd édition, Pearson Education.
  • [5] HULTEN B. BROWEUS N., VAN DIJK M. 2009. Sensory Marketing, Palgrave Macmillan.
  • [6] JOHANN M. 2012. Empowerment w strategii marke­tingowej przedsiębiorstw usługowych. Postępy Techni­ki Przetwórstwa Spożywczego, Nr 1, 156-160.
  • [7] KLEINDORFER P., WIND Y. 2009. The Network Imperative: Community or Contagion, in: P. Kleindor- fer, Y. Wind, The Network Challenge, Strategy, Profit, and Risk in an Interlinked World, Pearson Education LTD.
  • [8] KOTLER P., KELLER K.L. 2007. A Framework for Marketing Management, Pearson Prentice Hall.
  • [9] LOVELOCK CH. WIRTZ J. 2011. Services Marke­ting. People, Technology, Strategy, Prentice Hall.
  • [10] MITTAL B., BAKER J. 2002. Advertising Strategies for Hospitality Services, Cornell Hotel and Restaurant Administration Quarterly, 43.
  • [11] NAMBISAN S., SAWHNEY M. 2009. Network-Cen­tric Innovation; Four Strategies for Tapping the Glo­bal Brain in: P. Kleindorfer, Y. Wind, The Network Challenge, Strategy, Profit, and Risk in an Interlinked World, Pearson Education LTD.
  • [12] VAN DJIK J. 1999. The Network Society: Social Aspects of New Media, London, Thousand Oaks, New Delhi.
Uwagi
Rekord w opracowaniu
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.agro-d5e8202c-aa40-4452-8db1-459f56f2fe42
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