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THE INFLUENCE OF MARKETING COMMUNICATION ON THE CONSUMER’S BUYER BEHAVIOR – A RELATIONSHIP MARKETING APPROACH

Mihai Tichindelean ()

Studies in Business and Economics, 2015, vol. 10, issue 1, 140-145

Abstract: The purpose of the paper is to identify the nature of the influence of a company’s marketing communication on the actual consumer behavior. To achieve this purpose, the paper is structured in two parts; firstly, the recent literature regarding relationship marketing is reviewed and the value chain concept is detailed. The second part contains a survey-based research which uses book-store customers as target unit. Sales promotion and advertising are used as input variables in identifying the variation in the consumer’s behavior. The novelty of this research consists in the researcher’s control of the marketing communication techniques (time, quantity, quality), thus the obtained data are more accurate.

Keywords: relationship marketing; value chain; marketing communication; consumer behavior; sales promotion (search for similar items in EconPapers)
Date: 2015
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