MARKETING MIX POLICIES IN FMCG CASE-STUDY: THE ADVERTISING STRATEGY

MARKETING MIX POLICIES IN FMCG CASE-STUDY: THE ADVERTISING STRATEGY

This paper explores the relationships between selected marketing mix elements in the area of FMCG. It discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example in t...

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Bibliographic Details
Main Author: ANA MARIA BOBEICA
Format: Article
Language:English
Published: Nicolae Titulescu University Publishing House 2011-04-01
Series:Challenges of the Knowledge Society
Subjects:
marketing mix
marketing theory
FMCG
advertising
Online Access:http://cks.univnt.ro/uploads/cks_2011_articles/index.php?dir=02_economy%2F&download=cks_2011_economy_art_051.pdf

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