MANAGING TOTAL MARKET COMMUNICATION AND IMAGE

Market communication is, of course, a substantial part of the marketing function. Communication is also such as sales, advertising, and sales promotion. Communication is also an integral part of the Interactive Marketing Function. What employees say, how they say it, how they behave, how service outlets, machines, and other physical resources look, and how they function communicate something to the customers. The communication effect may be positive, such as “they really care for me here”, “they have modern and efficient equipment”, or “they are nicely dressed”. It may also, of course, be less favorable, such as “how rude their people are”, “what a sloppy office they have”, or “how can it always take so long to get things done here”.market communication, marketing function, communication cycle, image

CONTROL – ESSENTIAL FACTOR OF ORGANISATIONAL PERFORMANCE

An important feature of the people – organisation relationship is the need for control. Control systems exist in all spheres of the operations of the organisation and are necessary part of the process of management. Control is concerned with ganging the measure of succes in achieving the goals and objectivers of the organisation. Control is an integral part of the process of management. The manager needs to understand the nature of power and control in order to improve organisational performance (Mullins, L.J. 1983). Management control is primarily a process for motivating and inspiring people to perform organization activities that will further the organization’s goals. It is also a process for detecting and correcting unintentional performance errors and intentional irregulariries, such as theft or misuse of resources (Berry, A.L., Broadbent, J., Otley, D. 1995).control, organizational performance, management control

EVALUATING A CUSTOMER-CENTRIC APPROACH

Customer focus is, at best, only one element of the relationship between a company and its customers. At worst it is a board-room buzzworld, witch makes every board member feel a little more secure. Not unlike the phrase “working towards equal opportunities”, it is showing an awareness of a need but is not addressing the issues. Customer focus must lead to something meaningful, will probably require sacrifices and is just one of the steps necessary to become truly customer-centric. A customer focus puts your customers high on your list of priorities. When you put your customers into the heart of your business, make customers part of the culture, then you to become customer-centriccustomer focus, service differentiation

THE ROLE OF DATABASE MARKETING IN THE OPERATIONALIZATION OF THE SERVICES RELATIONSHIP MARKETING

The relationship marketing aims the construction of a durable relation between the enterprise and the final client, identified at an individual level. The particular part of the relationship marketing has two main concepts: individuality and the relation. This paper presents the concepts of relationship marketing, database marketing and geomarketing. We present the importance of implementing a marketing database in a service providing enterprise and its implications on one hand for the client and on the other hand for the enterprise. The paper point out the marketing database instruments and the advantages for the elements of the marketing mix. The implementation of a marketing database will aid the enterprise to better target and attract the client, to transform them into loyal consumers and in the same time it can help refresh the image of the enterprise.relationship marketing, one-to-one marketing, customer relationship management, database marketing

The Analysis of Consumer Behavior in Relationship to a Global Brand in the Lodging Industry, Across Europe and North America Abstract: The world is changing at a fast pace and more concepts related to globalization emerge. Like, for instance, global marketing which implies an increase pressure to understand consumer behavior and its underlying changes, at a much broader level. Research, nowadays, has to uncover and comprehend certain issues like how customers in some countries are the same and different in others; how they respond positively to a particular brand, but not to umbrella branding; how they perceive quality and how they spend their available resources (of time, money, effort), giving the current economic situation. As this paper covers a case study based on a multinational corporation in the lodging industry, we will further explore certain consumer behavior dimensions in relation to the perceived image and the buying pattern of the global brand examined.

consumer behavior, market segmentation, primary research, global brand, differentiation.

DISCLOSING THE PROMISING POWER OF SOCIAL MEDIA – AN IMPORTANT DIGITAL MARKETING TOOL

The newest channels for communicating and selling to consumers are electronic. The Internet provides consumers and marketers with more opportunities than ever in achieving a greater interaction and individualization of services. Companies can send tailored messages that engage consumers by reflecting their special interests and behavior. Nowadays, very few marketing programs are considered complete without some type of prominent online component, which is gaining ground at the expense of traditional marketing. Attaining a successful marketing program compels companies to fully connect with their targeted customers. Thus, a holistic marketing approach must be adopted in order to comprehend the potential clients, by gaining a perspective of their daily lives, their customs of purchase and consumption, their plans for the future and the changes that actually occur in their lifetimes, so that the appropriate products are marketed to the right customers in the appropriate manner. The social media represents such a major cost effective opportunity for marketers to enter into dialogue with their customers and get an insight into their lives. Social network services such as Facebook, MySpace and Twitter aggregate an abundance of information about their members that marketers find highly valuable, and they have paved the way for new forms of communication and collaboration between marketers and consumers. These new communications platforms are already making an impact as businesses use them as a means to connect with their audiences, find out more about their likes and dislikes related to their market offerings, and spread brand messages virally.social media, customer empowerment, digital marketing, interactive marketing

CAUSE RELATED MARKETING – TRUE HEART-FELT CORPORATE BENEVOLENCE?

Nowadays, globally, consumers’ expectations have reached a new high, as they expect companies to act responsibly in changing the world. More than often these expectations are not met solely out of the kindness and generosity of corporations, but they are mixed in with corporate social responsibility programs and cause-related marketing. Consumers want more of the products and services they buy to support worthy social and environmental issues.Cause Related Marketing, Corporate Social Responsibility, Consumption Philanthropy, Corporate Philanthropy