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

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/).

Download article (PDF)

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  -