ELEMENTS OF PROMOTIONAL MIX IN FOREIGN COMPANIES

Authors

  • Z. Simanaviciene “Kaunas University of Technology”, Lithuania
  • E. Kisielius “Kaunas University of Technology”, Lithuania

DOI:

https://doi.org/10.31498/2225-6725.29.2015.52199

Keywords:

integrated marketing, promotional mix, marketing mix, promotion, marketing communication

Abstract

There is no doubt that marketing communication is one of the parts of business which is considered the key to competitive advantage. But as there is different attitude in definitions in understanding of components that are involved – this paper raise a problem that it is needed to be analyzed, compared in theory and practice. Methodology consists of literature analysis and synthesis and analysis of two companies. Results show that companies usually choose and adapt different elements of marketing communication that are presented in literature and get great results in communication with customers, public and it encourages to do more research and to find out the reason of this success – what are the success factors if it is not the specific set of elements.

References

  1. Kitchen P.J and Pelsmacker P. (2004), “Integrated Marketing communications: A Primer”. Taylor & Francis e-Library.
  2. Kotler, P (2001), „Principles of marketing“. Financial Times/ Prentice Hall.
  3. Blythe J. (2005), “Essentials of marketing”. Financial Times/ Prentice Hall.
  4. Pike S. (2008),“Destination marketing. An integrated marketing communication approach”. Elsevier/Butterworth-Heinemann.
  5. Information about UCB company,available at: http://www.benetton.com
  6. Vodafone Group advertising information, available at: http://www.adbrands.net/uk/vodafone_uk.htm
  7. Information about Vodafone Group, available at: http://www.vodafone.co.uk/personal/index.htm

Downloads

Published

2015-03-26

How to Cite

Simanaviciene, Z., & Kisielius, E. (2015). ELEMENTS OF PROMOTIONAL MIX IN FOREIGN COMPANIES. REPORTER OF THE PRIAZOVSKYI STATE TECHNICAL UNIVERSITY Section: Economic Sciences, (29), 28–32. https://doi.org/10.31498/2225-6725.29.2015.52199

Issue

No. 29 (2015): Вісник Приазовського Державного Технічного Університету. Серія: Економічні науки

Section

Статті

License

Copyright (c) 2019 Z. Simanaviciene, E. Kisielius

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

The journal uses the Creative Commons Attribution 4.0 International (CC BY 4.0) licence, which means that the authors retain copyright and allow others to freely use, modify, adapt, distribute articles; even for commercial purposes - provided that the authorship and source are indicated. Full text of the licence: https://creativecommons.org/licenses/by/4.0/deed.uk.