bgscience@idbg.ru
+7 495 648 62 41 Russia, 127015, Moscow, Novodmitrovskaya st. 5A (b. 7)
Menu

Switch to Russian:to Russian

How to Form an Efficient Marketing Communications Range for a Publishing Company


Alyona Pavlenko
(about the author)

Pavlenko Alyona Viktorovna – Postgraduate Student, Siberian University of Consumer Cooperation, Novosibirsk

Published in:
Russian Journal of Entrepreneurship
– № 3 / February, 2012



Keywords: advertising and mass media, balanced scorecard (bsc), key performance indicators, marketing communications, publishing companies in advertising and mass media, range of marketing communications


Citation:
Alyona Pavlenko (2012). How to Form an Efficient Marketing Communications Range for a Publishing Company. Russian Journal of Entrepreneurship, 13(3), 112-120. — url: http://bgscience.ru/com/lib/3411


Share:

Abstract:

The paper suggests a number of techniques for making up a set of marketing communications for a publishing company in the sphere of advertising and mass media, which may be applied for a stage-to-stage communication strategy building.







References:
1. Gaydaenko T.A. Marketingovoe upravlenie. Polnyy kurs MBA. Printsipy upravlencheskikh resheniy i rossiyskaya praktika. – M.: Eksmo, 2008.
2. Tatarenko V.N. Marketing vliyaniya − teoretiko-metodologicheskie osnovy: upravlenie informatsiey i mezhsubyektnye kommunikatsii: monografiya / V.N. Tatarenko, N.I. Melentyeva. − SPb. : Borey Art, 2008. − 449 s.
3. Kaplan Robert S., Norton, David R. The Balanced Scorecard: Measures That Drive Performance // Harvard Business Review. − Jul/Aug. – 2005. − Vol. 83. − Issue 7/8. – p. 172−180.