Integrated Marketing Communications: Strategies and Tools
Communication in Marketing
The transmission of messages to influence attitudes and behavior. The sender (the company, the organization, the brand) sends messages to reach the receivers (usually consumers, other organizations, etc.) with different purposes: Inform, change the behavior and build stable relationships.
Promotion Mix
The specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships. Integrated marketing communications
Read MoreConcept of education
1-WHAT IS LOGISTICS is the time related positioning of resources or, the strategic management of the total supply-chain.
The supply-chain is a sequence of events intended to satisfy a customer. It can include procurement, manufacture, distribution and waste disposal, together with associated transport, storage and information technology. Logistics is the function that is responsible for movement of goods and products. It is responsible for the transport and storage of materials on their journey between
Read MoreDo Measures of Financial Constraints Accurately Identify Constrained Firms?
Do Measures of Financial Constraints Measure Financial Constraints?
Farre-Mensa, Ljungqvist 2014
How financial constraints affect firm behavior is central in finance study, but we have relied on indirect proxies or on some popular indices. This paper finds these measures do not well identify firms that are constrained.
Two definitions prevalent in the literature:
1) the more inelastic the supply of capital, the more costly the firm finds it to raise additional external capital (on Stiglizt and Weiss,
Read MoreGovernment Revenue, Taxation, and Fiscal Policy
Government revenue (taxation) and spending policy designed to achieve lower unemployment, low or no inflation, and sustained but controllable economic growth. Tools to achieve these goals:
- Government Spending
- Current Expenditure: repeated spending on things which are used up quickly (e.g. wages)
- Capital Expenditure: spending on assets that will last a long time (e.g. infrastructure)
- Transfer Payment: money transferred according to a need. Government gets no goods or services in return (e.g. unemployment
Concept of education
income+unemploy,imporv exter sector;LT:outstanding egrowth, inflows foreign currency +imports; Access interna market:
Imports were financed bc inflows of foreign currency through: Tourism(competitive adv, -salaries-prices+supply) ;Migrant remittances(emigrateeurope);Foreign investment(change compared to Franco, Franco’s government:Internal saving were not enough to finance the industrial growth;
Foreign capital was essential to finance imports;Foreign direct investment for technological
Strategic Business Areas and Management Models in CSR
Organization: Strategic Business Areas (SBA)
SBAs are useful for companies with a wide range of different products operating in various markets. They provide transparency and reduce complexity. SBA’s are cubs with three coordinates which can be applied to different competition strategies.
dimensional search area by Abell for the determination of SBA
1. Target group – WHO: customers to be appealed (e.g. car industry). 2. Needs of the target group – WHAT: which need shall be satisfied by our offer
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