témavezető: Papp János
helyszín (magyar oldal): Szent István University helyszín rövidítés: SZIU
A kutatási téma leírása:
Integrated marketing-communications is not a new discovery, its tools (advertising, sales promotion) were in use for a long time. While in the beginning, these programmes and strategy development were subsidised from the network organising side, nowadays, advertisement experts are also committed to them. The actors of the media market argue that IMC is strengthening due to it being not only a new growth- and income source, but also a condition of efficiently appearing on the market.
We can't separate the communication and marketing functions, even if they are separated for their organisational details, or in the stakeholders of their respective areas. All participants of an enterprise communicate, create connections, or destroys them in unfavourable and unlucky events. Naturally, the person, division or group responsible for this area is the most notable communication resource, therefore, building connections belongs here as well. In B2B connections, intimacy is the key, whereas in B2C connections, adaptability to masses dominates. Therefore, the analysis of the two areas can be separated with a clear line.
The attitudes of the consumers towards a particular brand will, to substantial extent, be a reflection of the nature of marketing communications elements that are used to support a brand. The task of marketing communications is presenting that product or service in the most appropriate manner. In that respect, it must be considered a logical extension to the fundamental principles of marketing itself. B to B and B to C markets.
It's is important to understand that each of the elements interacts with each of the others. There are structural differences between integrated marketing communication strategy and promotion.
Jelentkezési határidő: 2019-05-31
2024. IV. 17. ODT ülés Az ODT következő ülésére 2024. június 14-én, pénteken 10.00 órakor kerül sor a Semmelweis Egyetem Szenátusi termében (Bp. Üllői út 26. I. emelet).
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