Developing effective marketing brochure
Semenenko, Vitalii (2013)
HAAGA-HELIA ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-2013053112230
http://urn.fi/URN:NBN:fi:amk-2013053112230
Tiivistelmä
Following report is produced with a goal of developing effective marketing communication channel (brochure) for a case company. Report covers findings in the areas of
− model of communication
− influences during communication process
− target audience identification
− decision-making process
− types of decision-making process
− role of marketing communication in decision-making
− channels of marketing communication
− practical recommendations from field expert
Report lets to take closer look at business-to-business market as well as at marketing commnication’s role there. Organizational buying behaviour pattern is suppored by example of ABB logistics department with a help of interview and qulitative research that makes it possible to see the whole picture the way it is seen by customer company.
− model of communication
− influences during communication process
− target audience identification
− decision-making process
− types of decision-making process
− role of marketing communication in decision-making
− channels of marketing communication
− practical recommendations from field expert
Report lets to take closer look at business-to-business market as well as at marketing commnication’s role there. Organizational buying behaviour pattern is suppored by example of ABB logistics department with a help of interview and qulitative research that makes it possible to see the whole picture the way it is seen by customer company.