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The communication politics are a function marketing in the marketing and management. It represents within the management from the view of the customer (see marketing) the range between the product politics and the selling price calculation on the one hand as well as to the selling politics with the distribution of an achievement on the other hand. It is thus the link between business initiative and conversion in the market.

The communication politics consist of the following ranges:

  • Advertisement
  • Sales promotion
  • Public relation
  • Sponsoring
  • Training
  • Fairs
  • Events
  • Sales talk guidance

This communication subsummiert thus all purposeful measures of the enterprise, which are used for the control of opinions, attitudes, expectations and behaviors of the target group. In principle can be differentiated between economic and psychological communication goals. The economic goals turn off to monetary success sizes, which are clearly quantifiable (paragraph, conversion and profit). Bekanntheitsgrad or product knowledge of the consumers are to be improved to be increased, their feeling in relation to the product and be finally affected by the psychological goals the behavior of the receivers lastingly.

The communication politics thus a privileged position attributed in marketing-mix. Since all elements in marketing can unfold kommunikative effects, market communication is considered as link between all instruments of the marketing Mixes (a "“good price"” communicates for example also a use).

See also

  • Couponing
  • Schleichwerbung (product placement)

From the beginning by measures marketing is tried to take up and copy human communication technically. An example: to copy in place of a good friend - which recommends a product - in marketing tries this, as a prominent gives a product recommendation. The confidence, which someone to a friend has thus copied, is seen technical: who has confidence to the nice prominent one, probably also its opinion takes over to the product.

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