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3rd Nordic Marketing Conference, Workshop Report

3rd Nordic Marketing Conference, Workshop Report. Workshop 1 What is Effective Marketing Communication Today?. Reijo Ljungberg SCB Isak Isaksen DSt Maja Mortensen DSt Jarmo Partanen SF. Jaana Andelin SF Eero Tanskanen SF Pentti Sonninen SF Maija Metsä-Pauri SF.

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3rd Nordic Marketing Conference, Workshop Report

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  1. 3rd Nordic Marketing Conference, Workshop Report • Workshop 1 • What is Effective Marketing Communication Today?

  2. Reijo Ljungberg SCB Isak Isaksen DSt Maja Mortensen DSt Jarmo Partanen SF Jaana Andelin SF Eero Tanskanen SF Pentti Sonninen SF Maija Metsä-Pauri SF Participants of the workshop

  3. Main Conclusions • Institutional marketing (usually centralised) • basis for all other marketing or communication actions, (name, logo, familiarity, image) • planning, guidelines, targeting • Product/service marketing • incordination with institutional marketing • timing and co-ordination

  4. Main Conclusions • Competence of customers • identify the competence of different customers • different acting for different customers • learning to speak the same language • Marketing means • web-site (institutional (i) and product (p)) • campaigns (i, p), direct mailing (p), telemarketing (p) • personal contacts; the reason is ( p), but the effect also (i) • message should be planned keeping both (i) and (p) in focus

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