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From marketing mix to a new strategic tool of communication

– mix of communication

Author: Ec. Ph D, Eng. PhD, Senior Lecturer Mircea Aurel NIŢĂ-NSPSPA, Bucharest,

Romania

Address: m_a_nita@yahoo.com, +40.727.469.542; +40.21.224.34.40

Abstract

The paper deals with a new tool of strategically thinking based on communication and

public relations mixes, and levels of knowledge, specific to inter and transdisciplinary

approach. Practical experience show me that sometimes different types of communication

strategies, image and public relations strategies are confused and realized by people who

do not have integrated competencies of marketing and management, but only of

communication and public relations. It was applied analogy and comparison methods, so

that in the end it is proposed the strategically communication mix, as a tool. Improving

the marketing model of amphitheater, this can be also used for designing the

communication, image and public relation strategies. The main advantage is that the

proposal can be generalized for almost all the application fields above-public marketing,

new management, public communication, including public administration and can be

used by both specialists and nonspecialists in marketing or public marketing.

Keywords: communication mix, integrated and marketing communication, strategically

thinking, marketing, management, interdisciplinary and transdisciplinary

1. Introduction

The acceleration of the technological, social, political, legislative, economical,

institutional, cultural, religious, educational, and scientifical changes nowadays has

consequences upon the individual and the organizations. Practically, the market is in a

continuous process of change, having as a consequence the need of change among the

ones who operate inside it.

Marketing, as science or as discipline is constantly improving itself, so that the

new scientifical approaches are usually intra, inter and multi disciplinary. In Romania,

starting with 1st of January 2011, the new law of education established to be introduced

within preuniversitary education the transdisciplinary approach and later on in the

universitary field, based on levels of realities and levels of knowledge (Basarab

Nicolescu, 1999). Another paper will be focused on this theme within this conference.

Marketing and its strategies are oriented nowadays towards a management of the

relationship with the MRC clients, a management of relationship with the MRP partners

(internal and external), a global relationship between the organization and the world

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focusing on the socio-cultural and environmental reposibility, the values promoted, as

well as a wider involvement of the marketing in the non-profit and public field.

Thus, the new connected world of marketing has determined the transition of the

vision of marketing from a market focused on products and production towards a

segmented one focused on the consumer, on its relationship with him and oriented

towards satisfying the final client. Of course, if the quality assurance and management

have as a final goal the client's satisfaction, keeping the old clients and creating as many

new relationships as possible with the old and new clients mostly through direct means of

communication and by offering products which are adapted to the new expectations and

needs of the consumers have determined the development of a diferentiated marketing.

MRC is nothing but the empathic approach of the classic management of the bidders,

thus being an interdisciplinary approach.

The theme developed in the present study justifies its choice precisely through the

necessity of approching the world of marketing and communication from an enriched

perspective, adapted to the present situation, perspective focused on the ideea of

combining (mixing) and of integrating the methods proposed to be used at different

levels of knowledge by experts, but also by the nonexperts in marketing and

communication.

2. The mix of marketing. Short history

2.1. Definition and structure. A new interdisciplinary approach

As the market saturates, any organisation or business must develop a competitional

advantage for the products and services offered. Consequently, after the company has

defined its position on the aim market follows the development of the marketing strategy,

which implies establishing the actions which are practical for supporting the strategy and

the efforts necessary for their development.

The marketing-mix concept was introduced by professor Neil H. Borden from

Harvard University in 1957, when he identified twelve instruments, or elements:

devolepment of the product, wrapping, price, brand, chanels of distribution, personal

sale, advertising (paid), promotion of sales, exhibition, services (post-sale), logistics,

gathering and analyzing data. Later, also other experts brought their contribution to the

delienation and development of this concept, having as a consequence the regrouping of

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the means, or the instruments available for any enterprise, originally presented. The

expert who developed a largely accepted structure of the marketing-mix was E. J. Mc

Carthy, who, through a synthesis, grouped the above mentioned means around four

pillars of the marketing activity, the well known 4P: product, price, placement

(distribution), promotion.

So, the marketing-mix represents the set of marketing instruments, tactical and

adjustable, that the enterprise uses to achieve its marketing goals on the aim market. This

mix of marketing consists in everything the company can do to influence the demand of

its products and it reffers to they way “the respective variables and the resources of the

enterprise are used” the dosage in which they will participate at the global effort of the

company to have the desired effects (V.Balaure, 2002, p.288). This represents, in

essence, a combination or mix of more variables adapted to the market changes and the

ones amongst the competition. The variables of marketing-mix are considered internal

variables, with their help managers taking decisions and not only.

It can be concluded that the marketing-mix has become an instrument of designing,

controling, and monitoring the market and one of comparative analisis of a business or

public service. More than this, the present study proposes the use of the dinamic

marketing-mix naming because this stresses the phenomenon of the changes in the

market, consequently the necessity of accomplishing the coordonation function of

management (M.A.Nita, 2003, p.64).

The organisation or the planner of the marketing-mix wish to influence the

perception of the final consumer, more precisely to determine a new way of thinking in

what concerns the client, based on the superiority of a product or a service, including

public, compared to a similar one supplied by the competition – it can be another private,

public or private-public entity. This interdisciplinary psycho-economico-managerial

approach has redefined the product and the public service based and initially defined

through technical characteristics and specifications towanrds a product and public service

based on one or more advantages differentiated from the ones belonging to the

competition. In the end, the combinations of the 4P instruments appear and are defined,

more precisely, the submixes corresponding to each unique differentiated advantage.

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Fig. 1 – Definitory elements of the marketing-mix (V.Balaure, 2002, p.288)

I shall used especially two terms which seem to be similar, competitive advantage

and unique differentiated advantage, because through the comparison with competitive

products and services, types A, B, C etc, there can be identified competitive advantages

or advantages that are differentiating from A, B, C etc., but which do not necessarily

represent a unique differentiated advantage - this is defined as the unique quality or

feature that belongs only to a certain product of public service. More than this, this

quality cannot be copied by the competition on short or medium term, for example

because of a protected inovation, invention or technology. The competitive advantage

reffers to the organisation and the unique differentiated advantage reffers to the product

or service, but a competitive advantage can be based on the unique differentiated

advantage of the product or service. Starting from the above figure it can be mentioned

that for chosing the marketing-mix there are a multitude of possibilities; its concrete

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structure, the position of each of its elements depending on the possibilities of the

organisation, on the market demands, and also on the marketing objectives of the

organisation to supply value to the consumers.

A structural adjustment of the marketing-mix is necessary, where a part of the

marketing-mix variables can be adjusted on short term (changes at the level of prices, of

the forces of sales and advertising expenses), while others (the design of new products

and the change of the distribution chanels) are objective on medium or long term

(V.Balaure, 2002, p.67). The growth of the marketing-mix efficiency and efficacity can

only be accomplished through the interconditioning of the 4P, the interdependence inside

each P and between the 4P: if one of the elements changes, then also other elements

sometimes impose the corresponding chande of the other three elements.

What may be an advantage for the supplier, according to the Law of excluded

middle, in dualism it can also be a disadvantage for another segment, for example the

final consumer attacked with this marketing-mix. Practically, we are dealing with a set of

instrument used only from the supplier’s perspective, the orientation being towards

production and profit, the consumer’s perpection being inexistent in the structure of the

mix-marketing.

Fig. nr. 2 – The vision of the supplier

regarding the marketing-mix

Fig. nr. 3 – The vision of the consumer

regarding the marketing-mix (adapted

after Ph. Kotler)

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Applying empathy and transfering it from psychology and communication, the marketing

designers who up to the present used to sell products and services, change the perspective

of the interest from the one of the supplier to the one of the consumer. Why? Because the

market is starting to saturate and the consumer buys value of solutions to the problems he

is dealing with, looking for an advantage or a benefit, translated most of the times in

economy, comfort, security etc. This is why Kotler is right when he offers as a solution

for the 4P the priority of the 4C, both in what concerns the design and the

implementation of the marketing-mix (see Fig. nr. 2 and 3)

2.2. Variations of the marketing-mix – comparative analisis

In this subchapter I will underline the number variation of the 4P, and also the placement

of the elements of the mix-marketing in new categories, different than the classic ones.

Consequently, there can be some cases in which the marketing-mix does not necessarily

have all its four elements, being possible to limit itself to two, three or even a single

element, the other ones being in reality “frozen” in the previous levels and structures.

This new approach is criticized because it is considered that it simplifies the marketing-

mix too much and that it omits the most important P – personnel. For example, in

services marketing it was felt the need to develop a marketing-mix consisting of more

elements (5-7 or even 9) by adding new ones, which reflects the importance of the

elements that contribute to the creation and supply of services: personnel, clients,

physical support of the labour conscription, proces of creation and supply etc.

A version of marketing-mix suitable for numerous situations from the service

management segment and it comprises six elements (6P): product (service), price,

promotion, plasement, personal performer, proces and the sistem of performing services

(V.Balaure, 2002, p.67).

Also Philip Kotler considers that service marketing needs more than the usage of

the 4P of the general marketing, mentioning that service marketing consists of both

internal marketing (the enterprise marketing, linked to the quality and performance of the

employed reported to the motivation), and interactive marketing (underlines the influence

and perception of the quality of the services through the quality of the seller-buyer

relationship, the client perceiving the quality not only from a technical perspective, but

also from a functional one, favored by the interactive framework). Actually, Kotler

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forgets to mention the essential, which means that he does not talk about the marketing

based on empathy towards the consumer.

In what concerns grouping the elements of the marketing-mix there can be made

the distinction that it implies two categories of variables (Dumitru Zaiţ, 2003):

Primary (basic) variables: product, price, distribution, communication (promotion)

Combined variables, derived from the communication variable of the company, but

which imply also other variables: personal selling, merchandising, brand.

Personal selling is considered to be the fifth P. Some authors include it in promotion,

others extract it from promotion and include it in distribution because this variable

comprises both elements specific for communication or promotion and also for

distribution. This compound and distinct variable of the marketing-mix represents the

personal presentation of the products and services in the process of communication with

the potential clients in what concerns realizing some sales oriented towards the

relationship with the client.

Merchandising also joins elements from the communication and distribution segment. It

implies the monitoring and managing of the selling points – stalls, shop windows, shelves

etc., controlling the presence of the products in the selling points, anallizing their rotation

and their profitableness of the location of each product, the spatio-temporal-contextual

orientation, and also organizing the presentation of the products on different levels of

exhibition – inside a stall or on some of the shelves. Depending on the type of the

product, the stage of its cycle of life, the marketing strategy pursued by the company, the

products can be exhibited taking into consideration the mix of human senses, at the level

of the eyes, above or below, at the level of the hands, feet, ground, sometimes in tandem

with the retinal image of the brand positioned on the floor etc. At the same time, their

presentation can be realised horizontally (the products belonging to the same family are

organized from left to right), vertically (up-down) or in bulk (without following a certain

order) or even as a spiral – spatiality brings novelty and attractiveness.

The brand is a special variable of the marketing-mix; it is complex, having the purpose

of integrating the majority of the marketing activities of a company - the 4P. From a

juridical point of view, the brand is a distinctive sign, consisting of a name and its visual

representation in order to diferentiate a product, service or an organisation. The honest

brand offers the buyers the warranty of a certain quality and it constitutes, respecting the

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law, an exclusive right. The consumers view the mark as an important component of the

product, which can make it valuable through the two purposes the brand has: the material

purpose (the warranty regarding the quality and the functionality of a product) and a

psychological purpose which takes into consideration the image of the brand.

Also in this case, transferring the ensemble of ideas and relative representations

of an individual or group of individuals from psycho-sociology into marketing the brand

image is obtained. It can be defined and measured as being the result of the consumers

following some real experiences and afective impressions, not only rational-cognitive, as

an inseparable mixture of objectivity and subjectivity. It is nothing but a psychological

perception trasferred theoretically and applied practically in marketing, where the object

is the brand – the approach is interdisciplinary also in this case.

The image is an attribute of the psycho-social life, based on the ability of the human

mind to create mental representations which can influence the individual or colectivity’s

power of decision . The dual aspects, according to the Law of excluded middle, are to be

also to be found in this case, as the image can be influenced through classic and new

means, for example psychotronic or of manipulation.

From the perspective of marketing, the brand image represents the perception of a

person regarding a brand or a reflection of the personality of the brand.

There are very many cases when the brand image of the organisation and the brand

image of the product interact and can substitute one another or complete each other.

3. The communication mix and the improved model of the amphitheatre

3.1. The improved model of the amphitheatre

J. Lendrevie and others, proposed a schema for the marketing application – this

graphic representation can be improved today, due to the visible changing of Romanian

market (J.Lendrevie, 1979).

In Figure nr. 4 we can see within the arena or market of communication similar

with the economical market, the main actors, such as: 1 – emitters E, 2 – receivers R, 3 –

intermediates INT that can be 3.1 – prescribing people PP and 3.2 – distributors of

message DM, with or without the product itself (Nita., A., M., 2003, p.17; 2004, p.197).

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The model of the amphitheatre is very useful in understanding the market of

communication, even for nonspecialists, too.

As we can see, it have been used analogy method with a football game and

substitution method by exchanging producers or manufactures with emitters, consumers

with receivers, distributors of products or services with distributors of messages,

prescribing people for products or services (like professors, architects, doctors,

pharmacist) with prescribing people for messages or public relations events (like

rumouring people). These methods are taken from mathematics and engineering and are

used in marketing and communication field, too – see Figure nr. 4.

What about the demand and tender? Communication is a basic need placed by

Abraham Maslow on the third level, but it is any time an instrument for satisfying, direct

or indirect, all the other needs. The demand of communication CD within open markets

and globalization trend does exist – it is a fact in primary reality. That is why, logical

thinking tells us that the tender is an effect for the main cause that is the demand; even in

saturated markets, the producers can force and influence a new demand using

manipulative instruments of communication. So, the producers of messages establish the

tender of communication CT.

What about the effective demand? Very easy to demonstrate that all three

conditions are satisfied, such as: 1-the Romanian NADA or English word BATE for

fishing (Needs, Expectations, Desires, Aspirations) exists, 2-the power of purchasing for

a newspaper, a TV or radio subscription exists and the 3rd

one - option, too.

Which are the distributors of message? Either press networks that are selling their

tangible product such as newspapers, magazines, television and radio programmes etc.,

either mass media itself, seen as an independent business, even public administration staff

that is consuming press and news. Now, we can substitute distributors of message DM

with public relations events PRE or companies PRC and, as we can see, the market of

PR is using the same model of the amphitheatre.

We must adapt and change marketing objectives in connection with strategically

objectives for the top management and, on the other hand, with communication

objectives, image and public relations too. The model is still functioning.

E

G

EU

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Fig. 7 – Structural and functional model of communication market

MPD-producers' message; MC-consumers' message; INT-intermediates network for messages;

DM-distributors of message; PP-prescribing people of message; CT-tender of communication;

CD-communication demand; E-economical medium; SL-social medium; P-political medium;

DM-demographical medium; I-institutional medium; L-legislation medium; C-cultural medium;

R-religious medium; T-technological medium; S-scientific medium; EC-ecological medium;

MM-mass media; EU-European Union medium; G-globalization medium; ED-educational medium

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3.2. ADLU analyze of amphitheatre model – Advantages, Disadvantages, Limits,

Utilization

Advantages of amphitheater view

This graphical representation in Figure 4 offers:

- a global view, that in strategically way of thinking is called helicopter view;

- all the actors are seen in the market;

- all types of direct relations are pointed, such as the arrows between prescribing people

PP, distributors D, tendering and demanding actors communication CT and CD

- all types of indirect relations between these actors and mediums (economical, social,

institutional etc.) can be drawn, such as relations between distributors D and all types of

marketing medium that have not been drawn by the help of arrows;

- the dynamic of the ratio between demand and tender appears as a necessity and, starting

from this market's situation (condition for identifying the value of the ratio in

comparison with 1 value), all the team involved in marketing, management,

communication, image and public relations uses the same global view – amphitheatre

model;

- all the factors that can influence the game of demand and tender in a market are also

pointed – they are interactive stands within a stadium; we consider that 15 factors, named

as marketing medium, can show all types of relations between the market that has to be

analyzed;

- it is very easy to identify all types of consumers, all types of target segments, target

public and the difference between them.

Disadvantages of amphitheatre view

The model does not answer to the question HOW should I play in the market-

football ground, WHICH are the strategies and tactics for a marketing war, so that it is

necessary a focusing within the football ground.

Another disadvantage consists in the fact that this model does not point the

targeted market– the targeted segments.

Limits. Utilization

From the point of view of their behaviour, these mediums have an interactive role,

like people watching a football game – sometimes, these decision people from the 15

marketing media can sustain the market game or, on the contrary, can oppose it. On short,

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the institutional medium, technological, scientifically and/or mass media etc., can be

either pro, or against the business in the market.

We can generalize, if it is spoken about products and/or services, so that the

model can be useful for nongovernmental organization, public administration etc.

Any type of product or service that is coming from any type of an external

marketing medium, can be put in the middle of the football arena, so that all the

advantages of an external medium will appear immediately.

Two solutions are possible:

1- either a new figure that eliminates these disadvantages will be designed separately and

by the help of a link is following immediately after figure number 4;

2- either figure number 4 is improved.

The objective of the new innovation process is to eliminate the disadvantages and

to underline the role and the importance of marketing mix, in order to give the right

perception not only to marketers, but to specialists in communication, image and public

relations and oriented to final clients.

3.3. Producer’s approach and consumer’s approach. The dynamic mix of marketing

Analogy, substitution and association are three methods used for the new model.

So, analogy between a table with four legs or a maritime platform, in order to give a

global view of the marketing mix meaning can be useful, but, in the same time, is limited,

due to the fact that the table's perception is a static object. Once is put in a dining room or

living room, the length of the four legs is fixed.

It is proposed the term dynamical marketing mix and a new comparison with a

marine platform with adjustable or telescopically leg, in order to keep the products,

services and the consumers on the same horizontal platform. You will ask me why to do

this?

First of all, because I noticed that few people are able to link inside their mind the

4 P (Product, Placement or distribution, Promotion and Price); secondly, the market is

changing, exactly like a sea, that now is silent and other time is stormy due to a changing

situation, that can be: 1 - either a new comer in the market that can produce more or less a

stronger vibration, a new wave of changing; 2 – either an atypical situation, such as,

ending of a life cycle and following a new NADA, a catastrophe - earthquake, inundation,

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war – events that can modify the demand. This new situation must catch the attention of

the manager and adapt immediately-in real time if it is possible-, the already designed

marketing mix.

Fig. 5 – Marketing mix Fig. 6 – NADA mix

TS- target segment. FN-physiological needs; SN-security needs; BN-

belonging needs; EN-esteem needs; SD-self

development needs.

On short, motion produce changing (prime cause and prime effect) and the last

one (second cause) must produce adapting of the mix (secondary effect).

Dynamic mix of marketing should be a better concept together with a marine

platform (with telescopically legs), as a better analogy – analogy is also considered a

scientifically method that can improve using of the models with all their types of limits.

The radar of a marketer is symbolized like a funnel and its main function is

scanning and monitoring, in real time, the whole market. So, the marketing mix viewed

like a part of a cone – see figure 5 - can be a transformed into a full cone that become a

radar symbol and working instrument, at the same time, for the producers.

PRODUCER

VIEW

Mk mix

P

P P

TS / Profit Aim

P

CONSUMER

VIEW

NADA mix

SN

EN FN

Aim – Spiritual Evolution +

Material Satisfaction

SD

BN

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The same analogy is useful to transform the Maslow pyramid into a radar symbol

by the help of needs′ mix. The consumer is using his own radar to satisfy not only his

needs, but his own NADA-Needs, Expectations, Desires, Aspirations (translated fom

Romanian language into English means bait for the fish.

Figures 5 and 6 shows the marketing mix from the perspective of the producers

and NADA mix from the approach of the consumers who are running in the market in

order to satisfy their tangible needs and not only.

3.4 Communication mix and public relations mix

Now, is time to speak about communication mix CM, defined by changing the

Product-1P with Message – this means the 1M - so that this is the new mix in

communication: the 1M + 3P, where the 3P have the same meaning like in marketing

mix. Price is the cost of the whole campaign that can be seen as the price to multiply the

impact of the message against the audience. The other 2P are also the same – Promotion

but promotion or prescribers of the message and Placement of it, that means distribution

or placement of the message DM, see Figure 7.

Fig. 7 – Communication mix

EMITTER

COM. mix

P

P M

TP / Image Aim

P

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This means that the amphitheatre model still works in communication, image and

public relation field – see Figure nr. 7.

The communication mix CM consists in 1M + 3P and it is a better solution from

the management and marketing approach on communication.

The public relation mix PRM consists in 1E + 3P; E means events or events mix

and is coming from the changing of the same product - 1P within marketing mix with

event-1E.

Animation by the help of POWERPOINT slides shows the dynamic of structural

and functioning communication amphitheatre model – radar symbol motion is used for

NADA mix of consumer against communication mix - CM, either strategies mix - SM

and public relations mix-PRM/PM, using the same amphitheatre model.

4. Integrated communication, types of communication and the place of marketing

communication

The segmentation of the market conditions the marketing specialists to develop

specialized marketing programmes, able to build close relationships with the clients on

the micromarkets because the richness of the communication channels mix and of the

promotion instruments cannot be integrated so easily by the company.

As a solution there is the concept of integrated marketing communication (IMC).

Practically, the goal is that the organisation would value the potential of the marketing

communication inside a strategy that is coherent both from a comercial and an

organisational point of view, strategy subordinated to the vision and the general

management objectives.

Depending on this global image asociated with the organisation and on the

general management and marketing objectives, the organisation adopts strategies of

comercial, organisational or mixed communication, of course, at a certain point of the

cycle of the market and the products.

Comercial communication can be 1 – a downstream communication

(acquisitions/entrances, that is a communication defined in relation with the contractors),

2 – a marketing communication belonging to the marketing activitires which refer to the

study of the demand, supply and competition, and 3 – an upstream communication

(sale/exits, that is an communication associated to the clients).

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Similarly, the organisational communication is another type of communication

and can be structured in three categories, as follows: 1—internal communication IC, 2 –

external communication EC and 3 – mix communication MC. The organisational

communication as an activity produces a measurable effect, more precisely, a global

image of the organisation and a communication of its cultural identity, for example

through vision, mission, values, brand. But the global image and the cultural identity

have in their turn dimmensions, both internal and external.

The integrating element is the mix communication, which obviously has the elements of

a comercial and organisational communication, and its instrument is the communication

mix.

The communication mix has as an element of diferentiation from the marketing mix the

message and is also included in the integrated communication. It represents an

instrument both for the commercial and the organisational communication, and also an

instrument of the marketing communication; in the particular version it was referring to

the communication corresponding the 4P - product, service, promotion, distribution

(including the brand that some authors place inside the promotion).

Another characteristic of the communication mix is the fact that it integrates the total

amount of objectives, attributes, means (instruments) specific to the marketing

communication and it produces as an effect the global image of the organisation.

More concretely, the levels of the integrated levels of communication express themselves

at the level of the company and of the market, and also at the level of the top

management, through the following strategies:

The comercial communication strategy is used if the goal is for the global image of the

organisation to coincide with its comercial image. This strategic alternative is usually

adopted by the very powerful companies who own prestigious brands which are able to

support on their own the image of the entire company.

The organisational communication strategy is usually used by the organisations which

supply difficult to be positioned on the market goods and/or services because of the fact

that they are difficult to be differentiated from the ones offered by the competition. It is

the case of banking services, for example – the banking products are practically identical

and are, consequently, very difficult to be positioned on the market. A well projected and

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implemented organisational communication strategy can make the difference between

success and failure on the market.

The mix communication strategy is given by the simultaneous actions in the two spheres

– comercial and organisational. It is the strategy prefered by the large multinational

companies which have substantial promotional budgets.

5. Solutions and conclusions

Coming back to the consumer, the art director must work within a specialized

team composed from a marketing specialist, a psychologist and a sociologist. Why?

Everybody knows that not only motivations of a consumer must be known, but the way

of taking the internal decision is very important, too.

On short, what is specific to the background of an art director, a psychologist and

a sociologist is good, but not enough, is necessary but not sufficient. All of them have no

marketing and management knowledge, due to the fact that a way of thinking oriented to

competition in the market is not developed within these universities.

That is why the objective of the paper was to find a simplified model, called

amphitheatre model, that must be easy in use and necessary to link the personal relations

within an advertising agency or a marketing one, in order to eliminate the gap of the

specialists background – communication, image and public relations on one hand and on

the other hand, specialists in marketing and management.

The model is a structural and functioning one and can be used in marketing,

communication, image and public relations and it is easy to be applied by an

interdisciplinary team, even in public administration, too.

Another paper, focused on intercultural approach is necessary, due to the fact that

EU is an intercultural and multi cultural association or market. An intercultural approach

of how to negotiate the image of a product or service, even a public one, is also

necessary in EU.

Communication mix and public relation mix, closed and together with marketing

mix can be used separately or together even in public administration, too.

Public administration use more strategies for organizational communication, but

the strategies of commercial communication, too. The last one refers to inputs (supply

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relations), marketing activity (can be public marketing, too) and outputs (selling products

or public services).

Biography

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Bucureşti, 2002, ISBN: 973-9021-75-1;

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973-683-234-1;

3. Cosma, S., Someşan, C., Bazele Marketingului, Ed. Efes, Cluj – Napoca, 2001;

4. J. Lendrevie, D. Lindon, R. Laufer – Mercator-Theorie et practique du marketing,

DALLOZ Gestion Marketing, 1979;

5. Kotler, Ph., Amstrong, G., Principles of Marketing, Prentice Hall, New York, 2004,

ISBN: 0-13-0418145;

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