Reception of the Marketing Communication Function in the Light of Enterprise Research

Wiktor Jan W. ()
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Wiktor Jan W.: Department of Marketing, Cracow University of Economics, Cracow, Poland

Marketing of Scientific and Research Organizations, 2022, vol. 46, issue 4, 75-92

Abstract: The aim of the article is an attempt at empirical verification of the function of marketing communication. The objective formulated in this way aims to assess the content that companies attribute in their strategies to the basic functions of marketing communication. Thus, it defines an interesting problem of the reception of communication functions by enterprises in the practice of promotional activities. This assessment was made possible by empirical research on a sample of 103 companies. Their selection was random and quota-based with the use of controls due to the industry and the size of employment. The study employed open interviews based on the CATI methodology. The structure of the presented consideration is presented in Figure 1. The work consists of two parts. The first part considers the morphology of marketing communication. It focuses on the structure of the function of marketing communication, and it identifies its three major functions. The second part refers to the results of empirical research and presents its empirical assessment. It aims to identify the actual objectives of communication in the context of its informative function and the principles and value of communicated messages-the forms of persuasion and influence exerted on consumers as well as the role of communication as a company’s competitive strategy in the sector.

Keywords: marketing communication; function; advertising (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:46:y:2022:i:4:p:75-92:n:2

DOI: 10.2478/minib-2022-0022

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