Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Communicational Marketing: How to Communicate Effectively With Competent Consumers

Communicational Marketing: How to Communicate Effectively With Competent Consumers

Luigi Carlo de Micco

Hardcover

Accounting

Publisher Price: $26.95

ISBN10: 059568193X
ISBN13: 9780595681938
Publisher: Authorhouse
Published: Jan 21 2010
Pages: 168
Weight: 0.89
Height: 0.50 Width: 6.00 Depth: 9.00
Language: English
Communication is of vital importance for everyone. It is omnipresent and exerts enormous influence on the way we think and act - from interpersonal relationships to consumer behavior. Marketing comes into play whenever something is to be sold. It lays out the course of action, determines the goals, and develops the strategies by which these goals can be attained as quickly and effectively as possible.

In Communicational Marketing, Luigi Carlo De Micco combines both of these factors. Like other marketing approaches, communicational marketing is concerned with the advertising and selling of products and services. But unlike conventional advertising methods, the starting point for communicational marketing is not the individual psyche but rather the inter-communicational processes that have a lasting effect on the behavior of those involved.

De Micco explains the role played by communication in modern marketing and the mechanisms that have to be taken into account. He shows the reasons for the failure of marketing ideas by analyzing the paradoxes in well-known advertising approaches, and provides the reader with communication-oriented marketing strategies.

Communicational marketing presupposes a competent, self-directed buyer who categorically rejects suggestion and who is able to recognize manipulation whenever he or she is exposed to it.

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