Traditional Marketing, Relationship Marketing and Experiential Marketing of Services and Product Brands: Communication with the Consumer on Facebook Portal (Marketing tradycyjny, relacji i doswiadczen marek uslugowych i produktowych – komunikacja z konsumentem na portalu Facebook)

Dagmara Stangierska and Hanna Gorska-Warsewicz ()
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Dagmara Stangierska: Szkola Glowna Gospodarstwa Wiejskiego w Warszawie, Wydzial Nauk o Zywieniu Czlowieka i Konsumpcji, Katedra Organizacji i Ekonomiki Konsumpcji, Zaklad Zarzadzania w Gastronomii i Hotelarstwie
Hanna Gorska-Warsewicz: Szkola Glowna Gospodarstwa Wiejskiego w Warszawie, Wydzial Nauk o Zywieniu Czlowieka i Konsumpcji, Katedra Organizacji i Ekonomiki Konsumpcji, Zaklad Zarzadzania w Gastronomii i Hotelarstwie

Problemy Zarzadzania, 2016, vol. 14, issue 58, 125-137

Abstract: The aim of the study was to show selected aspects of communication activity in the field of traditional marketing, relationship marketing and experience marketing based on the example of four brands (two product brands and two service ones). The marketing activity of product brands (Pepsi and Coca-Cola) as well as service ones (KFC i McDonald’s) on Facebook in three months (August–October 2015) were analyzed. The results of qualitative and quantitative research show that more active marketing communication was related with product brands compared with service ones. On service brands profiles, companies more often used communications qualifying as relationship and experience marketing.

Keywords: traditional marketing; relationship marketing; experience marketing; brand; product; service (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:sgm:pzwzuw:v:14:i:58:y:2016:p:125-137

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