Changing preliminary perception of potential customers through effective marketing communications : Case: Trendy Italy Oy
Lozhkina, Alina (2017)
Lozhkina, Alina
Saimaan ammattikorkeakoulu
2017
Creative Commons Attribution-NonCommercial 1.0 Finland
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201704064304
https://urn.fi/URN:NBN:fi:amk-201704064304
Tiivistelmä
The main objective of the study is to develop a set of recommendations for the case company regarding development of integrated marketing communications strategy, which enables modification of potential customers’ preliminary perceptions.
Theoretical framework explains such concepts as customer relationship marketing, integrated marketing communication, media channels in fashion industry, etc. It is combined from literature sources, such as books, scientific articles and business journals. There are two empirical data collection methods applied: qualitative data acquired through semi-structured interview with the manager of the case company and quantitative data collected through customer survey evaluating current marketing activities of the company.
The results of the study identified a great potential of the company in reaching new customers and defined the most effective ways of marketing communications, separately for local Finnish population of the South Karelia region and Russian tourists coming to Lappeenranta.
Theoretical framework explains such concepts as customer relationship marketing, integrated marketing communication, media channels in fashion industry, etc. It is combined from literature sources, such as books, scientific articles and business journals. There are two empirical data collection methods applied: qualitative data acquired through semi-structured interview with the manager of the case company and quantitative data collected through customer survey evaluating current marketing activities of the company.
The results of the study identified a great potential of the company in reaching new customers and defined the most effective ways of marketing communications, separately for local Finnish population of the South Karelia region and Russian tourists coming to Lappeenranta.