MARKETING COMMUNICATIONS AS A STRATEGIC FUNCTION OF MARKETING

Olimpia Oancea Ph.D Student and Victoria-Mihaela Brînzea Ph.D Student
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Olimpia Oancea Ph.D Student: The Bucharest Academy of Economic Studies Bucharest, Romania
Victoria-Mihaela Brînzea Ph.D Student: The Bucharest Academy of Economic Studies Bucharest, Romania

Annals of University of Craiova - Economic Sciences Series, 2010, vol. 3, issue 38, 6

Abstract: Today we put great emphasis on the strategic importance of marketing communication, rather than seeing it as merely a tactical process of promoting the other elements of the marketing mix. Brands exist in the minds of customers not only through their experience of a product or service, but also because of the long-term effects of communication. The purpose of this paper is to highlight the importance of marketing communications - as a strategic function - in the marketing activity of an organization.

Keywords: marketing communication; communications strategy; planning marketing communications; strategy push; strategy pull (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:aio:aucsse:v:3:y:2010:i:6:p:353-358

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