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Jak komunikować się z rynkiem, nie naruszając prawa
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10 zasad zintegrowanej komunikacji marketingowej
- Wszystko, co robi firma może być komunikatem marketingowym przesyłanym do otoczenia rynkowego firmy. Komunikacja to nie tylko formalna promocja.
- Każdy komunikat (w tym również zaniechanie informacji) wpływa na wizerunek firmy (marki).
- Należy zatem uświadomić wszystkim pracownikom firmy, że wizerunek tworzy każdy, a nie tylko właściciel (kierownik zlz).
- Każdy komunikat powinien być świadomie kształtowany przez zlz (zgodnie ze strategią marketingową) i kontrolowany przez właściciela.
- Całość komunikatów powinna stanowić zintegrowany, logiczny ciąg działań synergicznych wpływających na otoczenie.
- Komunikacja winna być dostosowana do specyfiki wcześniej zbadanego odbiorcy (zindywidualizowana);
- Odbiorcą komunikacji marketingowej jest nie tylko odbiorca usługi (klient).
- Komunikacja powinna zakładać dialog z odbiorcą (przepływ informacji w obie strony).
- Należy stale kontrolować komunikaty marketingowe konkurentów.
- Należy stale kontrolować reakcje otoczenia rynkowego na komunikaty marketingowe firmy.
Piśmiennictwo
- Johann M.: Marketing usług cz.1. „Marketing w Praktyce”, 2000, Nr. 1(29).
- Mittal B.: The advertising of services. Meeting the challenge of intangibility. „The Journal of Service Research”, 1999, Vol.2, No 8.
lek. wet. Andrzej Lisowski
Przychodnia Weterynaryjna
66-400 Gorzów Wielkopolski ul. Żwirowa 9a
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Mogą zainteresować Cię również
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115
ALGORYTMY
POSTĘPOWANIA
w weterynarii
POSTĘPOWANIA
w weterynarii
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