Proceedings of the 1st International Conference on E-Business Intelligence (ICEBI 2010)

Marketing Communication Strategy and Marketing ROI under Cross-Media Envi-ronment

Authors
Akihiro Inoue
Corresponding Author
Akihiro Inoue
Available Online December 2010.
DOI
10.2991/icebi.2010.10How to use a DOI?
Keywords
marketing strategy, cross media, cognitive knowledge structuring, marketing ROI
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.

Copyright
© 2010, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 1st International Conference on E-Business Intelligence (ICEBI 2010)
Series
Advances in Intelligent Systems Research
Publication Date
December 2010
ISBN
10.2991/icebi.2010.10
ISSN
1951-6851
DOI
10.2991/icebi.2010.10How to use a DOI?
Copyright
© 2010, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Akihiro Inoue
PY  - 2010/12
DA  - 2010/12
TI  - Marketing Communication Strategy and Marketing ROI under Cross-Media Envi-ronment
BT  - Proceedings of the 1st International Conference on E-Business Intelligence (ICEBI 2010)
PB  - Atlantis Press
SP  - 65
EP  - 70
SN  - 1951-6851
UR  - https://doi.org/10.2991/icebi.2010.10
DO  - 10.2991/icebi.2010.10
ID  - Inoue2010/12
ER  -