文章基本信息

标题：MARKETING COMMUNICATIONS AS A STRATEGIC FUNCTION OF MARKETING
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作者：Olimpia Oancea ; Victoria-Mihaela Brînzea
期刊名称：Annals of the University of Craiova: Economic Sciences Series
印刷版ISSN：1223-365X
电子版ISSN：1843-3723
出版年度：2010
卷号：3
页码：1-6
语种：English
出版社：Universitaria Craiova
摘要：Today we put great emphasis on the strategic importance of marketing communication,rather than seeing it as merely a tactical process of promoting the other elements of the marketing mix.Brands exist in the minds of customers not only through their experience of a product or service,but also because of the long-term effects of communication.The purpose of this paper is to highlight the importance of marketing communications - as a strategic function - in the marketing activity of an organization.
关键词：marketing communication;communications strategy;planning marketing communications;strategy push;strategy pull