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文章基本信息

  • 标题:Redefined Corporate Communication through Sales Forces
  • 本地全文:下载
  • 作者:Moise Daniel ; Moise Daniel ; Cruceru Anca
  • 期刊名称:Procedia - Social and Behavioral Sciences
  • 印刷版ISSN:1877-0428
  • 出版年度:2012
  • 卷号:62
  • 页码:175-178
  • DOI:10.1016/j.sbspro.2012.09.027
  • 语种:English
  • 出版社:Elsevier
  • 摘要:AbstractBased on the literature of marketing communication, this article takes into account the company's marketing decision to adopt and implement corporate communication strategy. The corporate communication, built on a communication mix, properly chosen according to the company's marketing objectives, will result in increased consumer loyalty to products, brands, as well as a better market positioning reference. Therefore, sales-oriented companies will put the spotlight on the sales forces capacity to develop a long-lasting relationship with their customers, and this fact can be achieved by adopting a strategy based on the concept of sale. The article also presents the specific objectives achieved by the forces of sales and communication techniques necessary for carrying out their activities.
  • 关键词:Corporate communication strategy;Sales forces;Selling orientation;Positioning
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