title: |
Marketing Communication Strategy and Marketing ROI under Cross-Media Envi-ronment |
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publication: |
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part of series: |
Advances in Intelligent Systems Research | |
ISBN: |
978-90-78677-40-6 | |
ISSN: |
1951-6851 | |
DOI: |
doi:10.2991/icebi.2010.10 (how to use a DOI) | |
author(s): |
Akihiro Inoue |
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publication date: |
December 2010 |
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keywords: |
marketing strategy, cross media, cognitive knowledge structuring,
marketing ROI |
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abstract: |
Marketing managers have to build their
effective communication strategy under
cross-media environment. Also, they
have to achieve a same level performance
even under the decrease in marketing
budget. In this research, we re-consider
the inherent task of marketing communication and propose the concept of organic
communication mix and, along with this
concept, the marketing ROI. Our experiment, where we model the conjoint analyses for the measurement of cognitive
knowledge structuring, confirms the significance of the concept. Finally, we
mention the future tasks toward the accomplishment of marketing ROI. |
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copyright: |
©
Atlantis Press. This article is distributed under the
terms of the Creative Commons Attribution License, which permits
non-commercial use, distribution and reproduction in any medium,
provided the original work is properly cited. |
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full text: |