Promocja a marketing-mix
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Date
1994
Authors
Advisor
Editor
Journal Title
Journal ISSN
Volume Title
Publisher
Wydział Prawa i Administracji UAM
Title alternative
Promotion and marketing-mix
Abstract
Many companies have often forgotten that promotion is an element of marketing-mix. Therelore
their promotional campain has not always been as effective as it could be. In designing and
developing marketing communication one should consider all elements of marketing-mix as well
as all promotional tools. They together create a promotional system in which all the elements are
Mutually reinforcing and give the system the most efficient and effective power. The major thrust
of promotional strategy is generally thought of in terms of four explicit promotional elements, i.e.,
advertising, personal selling, sales promotion and public relations. However, it is necessary to
emphasize at the ouset that these four explicit elements work in conjunction with other components
of the marketing-mix. The other elements in the mix — product, price and place — not only
inlluence the manner in which one can handle the explicit promotional tools, but can also convay
a type of communication impact of their own. This type marketing communication is called implicit
promotion. Product can convey marketing communication to target audience through its functional
features and surrogate cues, price and distribution channels through their informational
dimensions.
Description
Sponsor
Digitalizacja i deponowanie archiwalnych zeszytów RPEiS sfinansowane przez MNiSW w ramach realizacji umowy nr 541/P-DUN/2016
Keywords
Citation
Ruch Prawniczy, Ekonomiczny i Socjologiczny, 56, 1994, z. 2, s. 37-51