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THE EFFECT OF PUBLICITY ON TRANSPORT FIRMS

Svetla Tzvetkova
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Svetla Tzvetkova: University of National and World Economy, Sofia

Economics and Management, 2018, vol. 14, issue 1, 201-213

Abstract: The marketing of transport firms can be viewed as one of the main prerequisites for the strengthening of their positions on the transport market in the conditions of an extremely dynamic and competitive market. As part of the promotional mix, the publicity of transport firms includes purposeful measures for reaching a specific target market, and its effect is measured through its influence on the volume of carried out transport services, profit levels and other economic indicators of the activity of transport enterprises.

Keywords: transport marketing; transport service; publicity of transport firms; publicity management; effect of advertising (search for similar items in EconPapers)
JEL-codes: R40 R41 R49 (search for similar items in EconPapers)
Date: 2018
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