The use of marketing communication tools by Danone company

• Autorzy: Kubicova L. , Kadekova Z.
• Języki publikacji: EN

Abstrakty

EN

Each company that wants to be successful on the market has to understand the basic principles of effective communication with the market and also should focus on creating an appropriate and balanced communication mix. When communicating with customers, the most important is the basic information about the product and its advantages. Therefore, each company has to strive to communicate clearly, consistently and convincingly. Important is that the various marketing communication tools were collected and combined with respect to the target market segment. The aim of this paper is to assess the current state of marketing communication and trends in the use of communication mix tools with a focus on advertising. The paper deals with both the analysis and assessment of the general impact of advertising on consumer behavior and focuses on "Danone" company and evaluation its advertising policy to customers.

• Wydawca: -
• Czasopismo: Zeszyty Naukowe Szkoły Głównej Gospodarstwa Wiejskiego w Warszawie. Polityki Europejskie, Finanse i Marketing
• Rocznik: 2012
• Numer: 07[56]
• Opis fizyczny: p.45-52,fig.,ref.

Twórcy

autor

Kubicova L.

• Department of Marketing, Faculty of Economics and Management, Slovak University of Agriculture, Tr.A.Hlinku 2, 94976 Nitra, Slovak Republic

autor

Kadekova Z.

• Department of Marketing, Faculty of Economics and Management, Slovak University of Agriculture, Tr.A.Hlinku 2, 94976 Nitra, Slovak Republic