International Journal of Innovation and Applied Studies
ISSN: 2028-9324     CODEN: IJIABO     OCLC Number: 828807274     ZDB-ID: 2703985-7
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Marketing management of organizations

[ Marketing management des organisations ]

Volume 6, Issue 4, July 2014, Pages 1019–1027

 Marketing management of organizations

Ahlem Soualhia1 and Soumaya Mejbri2

1 Faculté de sciences économiques et de gestion Sfax, Tunisia
2 Faculté de sciences économiques et de gestion Sfax, Tunisia

Original language: French

Copyright © 2014 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.


Marketing communications are becoming more and more the form of a dialogue between the company and its customers. Brands are no longer just asking how to contact their customers, but also how customers can contact and even how they can contact each other. The techniques used for this purpose are numerous, with Internet, fax, mobile and wireless applications. These technologies allow to move from mass communication to more targeted communication and two-way, in which consumers play an increasing role.

Author Keywords: brand image, direct marketing, interactive marketing, viral marketing.

Abstract: (french)

Les communications marketing prennent de plus en plus la forme d'un dialogue entre l'entreprise et ses clients. Les marques ne se demandent plus seulement comment contacter leurs clients, mais aussi comment les clients peuvent les contacter et même comment ils peuvent se contacter les uns les autres. Les techniques utilisables dans ce but sont nombreuses, avec Internet, le fax, le téléphone mobile et les applications sans fil. Ces technologies permettent de passer d'une communication de masse à une communication plus ciblée et à double sens, dans laquelle les consommateurs jouent un rôle croissant.

Author Keywords: marketing management, image de marque, marketing direct, marketing interactif, marketing viral.

How to Cite this Article

Ahlem Soualhia and Soumaya Mejbri, “Marketing management of organizations,” International Journal of Innovation and Applied Studies, vol. 6, no. 4, pp. 1019–1027, July 2014.