 CONCEPTUAL ASPECTS REGARDING THE SPECIFICS OF MARKETING STRATEGIES IN THE AUDIOVISUAL FIELDAndreea Budacia Holistic Marketing Management Journal, 2011, vol. 1, issue 4, 15-24 Abstract: The global market is a challenge which requires a certain attitude from its economic agents, a proactive behavior meant to ensure advantageous positions in certain domains of activity. In the audiovisual domain, major enterprises have a precise and competitive strategy. Marketing strategies represent “the path chosen by the enterprise in order to achieve certain goals†which are of two types: market strategies and mix strategies. Market strategies typical of audiovisual services have the following criteria for classification: the relation between the demand and the supply, the type of relation with the environment, the competitive relations, the attitude towards viewers. Regarding the services in the audiovisual domain, well take into account, on the one hand, the classical components of mix marketing, namely the product, the price, the investment and the promotion, and, on the other hand, concepts from modern theories such as the personnel (and especially celebrities and the anchor of the respective TV station), the viewer and the relation with the audience. Keywords: Marketing Strategies; Audiovisual Field; Audiovisual Services; Marketing Mix (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:hmm:journl:v:1:y:2011:i:4:p:15-24 Access Statistics for this article More articles in Holistic Marketing Management Journal from Holistic Marketing Management |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.