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Integration Perspectives of the Communication Management within Organizations’ Policy

Author

Listed:
  • Nicoleta Cristache

    (Dunarea de Jos University of Galati, Romania)

  • Irina Susanu

    (Dunarea de Jos University of Galati, Romania)

  • Adrian Micu

    (Dunarea de Jos University of Galati, Romania)

  • Angela Eliza Micu

    (Dunarea de Jos University of Galati, Romania)

Abstract

While the marketing specialists reach the conclusion that building a brand in the XXI century signifies customer relationship development in a permission marketing approach, the public relations starts to be the pillar of the brand strategy. The target public coverage level and frequency, the coordinates in which advertising proved to be traditionally more efficient than public relations, will become less relevant in the future. In this new context, the marketing professionals will be more interested by notions as “commitment” and “involvement” which will be focused on public relations tools as: customers’ information, rather than the products promotion; the gain of trust rather than the gain of time; initiation of dialog rather than submission of messages.

Suggested Citation

  • Nicoleta Cristache & Irina Susanu & Adrian Micu & Angela Eliza Micu, 2010. "Integration Perspectives of the Communication Management within Organizations’ Policy," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 2, pages 209-215.
    • Handle: RePEc:ddj:fseeai:y:2010:i:2:p:209-215
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    File URL: http://www.ann.ugal.ro/eco/Doc2010_2/Cristache_Susanu_Micu_Micu.pdf
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    Citations

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    Cited by:

    1. Geanina COLAN & Sofia TOTOLICI, 2014. "Permanent Training Of Adults Within Globalization Framework," Risk in Contemporary Economy, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, pages 183-188.

    More about this item

    Keywords

    public relations; communication management; internal communication; CSR;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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