Marketing communications strategies. Zeszyty naukowe nr 102

Opis książki:

The dynamie development of media and inereasing scalę of promotion expenditures trigger off morę and morę chaos, confusion, and information noise. It is a challenge for companies to build such a strategy of communicating with custo-mers and environment that will attract their artention. In the process of creating and implementing communication strategy of the enterprise, it becomes crucial to consider effectiveness and efficiency of the whole process.
The objective of the deliberations is to present the latest research results regarding particular groups of communication tools. The assumed point of view is their usefiilness for accomplishing strategie and tactical goals of the enterprise.
The deliberations are carried out from the perspective of searching for ways of inereasing effectiveness and efficiency of traditional and modern communication instruments. They refer to existing knowledge in this area and the results of the research conducted by tbe authors` team. Both research and conclusions concern conditions and culture of companies in Poland. The deliberations can be useful for both companies operating exclusively on the Polish market and global enterprises creating strategies of communication with customers in Poland. The results of empirical research and theoretical consideration can be addi-tionally used in didactic process.

Książka "Marketing communications strategies. Zeszyty naukowe nr 102" - Bogna Pilarczyk - oprawa miękka - Wydawnictwo Uniwersytetu Ekonomicznego w Poznaniu.