Advertising Sensitivity and Integratedmarketing Communications in Theinternational Environment
نویسندگان
چکیده
In order to survive in this highly competitive global marketplace, it is extremely essential for organizations to have an effective integrated marketing communication plan in place. Having a knowledge about the various types of markets that exist in the world, and in particular in Asia which is perhaps the most rapidly growing market, will help achieve this objective. This paper provides us an overview of the role of technology in integrated marketing communications and also how marketing communications should be carried out in the Asian market.
منابع مشابه
اثر تعاملی نوع آگهی و محیط تصمیم‌گیری بر مدل ذهنی مصرف کننده با توجه به حساسیت به قیمت و اندازه مجموعه مورد نظر
elasticity in an indicator of price sensitivity and its psychological basis has largely been neglected. some scholars in consumer psychology show that advertising decreases price elasticity, while others found a positive relationship between advertising and price elasticity. We hypothesize that two psychological variables, namely set size (in memory) and relative strength of preference (constru...
متن کاملA Game Theoretic Approach for Greening, Pricing, And Advertising Policies in A Green Supply Chain
In this paper, greening, pricing, and advertising policies in a supply chain will be examined with government intervention. The supply chain has two members. First, a manufacturer seeking to determine the wholesale price and the greening level and second, a retailer that has to determine the advertising cost and the retail price. The government is trying to encourage the manufacturer to green t...
متن کاملCooperative Advertising and Pricing in a Supply Chain: A Bi-level Programming Approach
Nowadays, coordination between members in a supply chain has become very important and beneficial to channel members. Through cooperative advertising, manufacturers and retailers can jointly participate in promotional programs. This action not only reduces the cost of advertising, but also is important to create a link with local retailers in order to increase immediate sales at the retail leve...
متن کاملارزیابی عوامل اثر‌گذار بر فضای ارزش‌آفرینی طبیعت‌گردی در اکوسیستم‌های بیابانی (نمونۀ موردی: مرنجاب)
Tourism and entrepreneurship are including in new thread of world scientific literature. No doubt accurate and appropriate compilation of tourism and entrepreneurship can not only meet the needs of the villagers, involving secure tourism for tourists. The key issue in the realization of entrepreneurial activity at the community level, providing entrepreneurial atmosphere. The relationship betwe...
متن کاملA model of brand competition for durable goods supply chains in a dynamic framework
Game theory is an efficient tool to represent and conceptualize the problems concerning conflict and competition. In recent years and especially for durable products, competition between domestic and foreign brands for gaining market share has received a considerable attention. This paper study electronic commerce concepts by differential game theory and introduce a novel and comprehensive mode...
متن کامل