The tools used by Polish companies in communication with stake-holders in the markets of the European Union
Journal Title: Zarządzanie i Finanse - Year 2013, Vol 11, Issue 1
Abstract
For the organization, the role of international marketing communications includes distributing information, promoting image and reputation, creating and stabilizing product and service demand, emphasizing features and benefits, providing competitive differentiation, generating sales leads, ensuring customer retention and loyalty, and motivating staff. To accomplish these and other objectives, there are many marketing communication tools available. They in-clude advertising, direct marketing and relationship marketing, sponsorship, sales promotion, public relations, and other, alternative strategies. Business companies need to communicate with the various stakeholders environment – not just with customers. The increasing importance role in companies operating in foreign markets are marketing tools of communication . The aim of the study was to identify those tools.
Authors and Affiliations
Agnieszka Chęcińska-Zaucha
Keywords
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