مجلة بحوث الإدارة والاقتصاد
Volume 6, Numéro 2, Pages 64-96
2024-06-20

Marketing Communication And Its Role In Improving The Mental Image Of The Enterprise -an Original Vision For Proposing A Marketing Plan For The Corporate Image



Authors : Belkhiri Radouane . Boutora Akrem .

Abstract

There are many services and means of marketing communication in our world today that aim to put the commodity in the hands of the consumer and maintain it with ease and ease.recently, there have been many means of marketing communication of various kinds, including advertising, personal Sale, sales activation, advertising, publishing, direct marketing, public relations and other various means of marketing communication, so the institution tries to use them of various kinds to maintain the customer. And because of the importance of the latter for the institution, many of them sought to maintain the acquired customer and attract the prospective customer, because in turn it is considered a fundamental source of the institution's profitability, but rather a crucial and important factor in the continuity and permanence of its survival in the field of the profitable market, and therefore it became to resort to marketing communication as a basic principle, the institution became obliged to adopt it according to its systematic and future plans, on which the profit return (material) is based; marketing communication is of great importance within the institution, as it is the pillar that enables the institution to introduce itself and its products, in addition to being the only tool by which the institution can influence the behavior of consumers in the direction of their products or services in order to achieve a niche Marketing communication is the main means of achieving the goals of the organization, regardless of its field and specialization.As required by the basics of the time.

Keywords

Marketing communication ; the mental image ; the enterprise ; An original vision ; marketing plan

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