Introduction to Marketing Communication PDF
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Vilniaus universitetas
Neda Letukytė
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Summary
This document is lecture notes on the introduction to marketing communication. It explores fundamental marketing concepts, models of communication, and the exchange of meanings between individuals.
Full Transcript
Introduction to marketing communication Teach. assist. Neda Letukytė Understanding of Marketing Concept of Marketing Marketing is: the process of planning and executing the… …conception, pricing, promotion and distribution of ideas, goods, and services… …to create and exchange value,…...
Introduction to marketing communication Teach. assist. Neda Letukytė Understanding of Marketing Concept of Marketing Marketing is: the process of planning and executing the… …conception, pricing, promotion and distribution of ideas, goods, and services… …to create and exchange value,… …and satisfy individual and organisational objectives (Pelsmacker, 2021). Communication Exchange of meanings between individuals using the common symbolic system. Communication Theory. Linear model of communication(Schramm, 1955, Shannon and Weaver, 1962) Lasswell’s communication model (1948)
