Adding Value to Customers and Developing Brands through Electronic Newsletters

Alexandra Zbuchea and Rareº Mocanu ()
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Rareº Mocanu: National University of Political Studies and Public Administration, Romania

Economia. Seria Management, 2013, vol. 16, issue 2, 297-315

Abstract: Online communication is highly efficient for contemporary business, in most market sectors. In this context, companies use several online instruments in order to achieve a wide array of objectives. Among these, online newsletters (e-newsletters) are widely used, since they offer a lot of benefits for companies. Since they are flexible in terms of format and content, they are suitable to address a wide variety of publics. Therefore, e-newsletters could be not just informative (as they are widely seen), but also could add-value to customers and support branding processes and relationship development. The present paper investigated various benefits of e-newsletters in this context and highlights some rules to ensure an effective added-value e-newsletter. The research made on the e-newsletters of 5 of the leading publishing-houses in Romania shows that, at least in this market sector, this instrument is not used at its full potential. It is considered in most cases a way to stimulate sales, either directly by announcing sales, or indirectly by announcing new books releases. In some cases news on events and on the activity of the publishing-houses are presenting, leading to image development.

Keywords: e-newsletter; branding; publishing industry; Romania. (search for similar items in EconPapers)
JEL-codes: L89 M39 (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:rom:econmn:v:16:y:2013:i:2:p:297-315

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