文章基本信息

标题：Editorial Note: Marketing In Vuca World
本地全文：下载
作者：Nimit Gupta
期刊名称：Academy of Marketing Studies Journal
印刷版ISSN：1095-6298
出版年度：2022
卷号：26
期号：2
页码：1-2
语种：English
出版社：The DreamCatchers Group, LLC
摘要：Marketing communication is a process of transferring the message to inform and persuade the customers to buy the company’s product or services. Marketers always strive to encourage buyers with informative messages and promotional offers. Traditional marketing communication consists of one-way communication of the firm’s message to the customer. However, for an effective communication there has to be a feedback from the receiver to the sender. This is the biggest disadvantage of the traditional form of marketing communication. In addition, this kind of mass communication does not segment the target audience resulting in an interruptive form of marketing where the customers who are not interested in the company’s product or services are also forced to pay attention to the promotional message. With advancements in communication technology and internet connectivity, several of these limitations of the traditional media are resolved using digital media communication.