Introduction to Marketing Communications and Social Media Marketing

Anvita Kumar () and Carmela Bosangit ()
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Anvita Kumar: Coventry Business School, Coventry University
Carmela Bosangit: Coventry Business School, Coventry University

A chapter in Marketing Cases from Emerging Markets, 2014, pp 139-142 from Springer

Abstract: Abstract Marketing Communications, referred to as the “voice” of the company and its brand, is one of the four principles of marketing, which strives to engage the consumers in a dialogue to build brand equity and relationships among consumers.

Keywords: Social Medium; Marketing Communication; Brand Awareness; Business Traveller; Market Communication (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-36861-5_18

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DOI: 10.1007/978-3-642-36861-5_18

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