Communicational Marketing
How to Communicate Effectively With Competent Consumers
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Communicational Marketing Communication is important for everyone. It is omnipresent and exerts enormous influence on the way we think and act - from interpersonal relationships to consumer behavior. The mechanisms of communication constitute a decisive factor in advertising. An understanding of communicational marketing is imperative for the success of products and services. In this book Luigi Carlo De Micco does away with obsolete psychological approaches. He points out the inadequacies in traditional concepts and lays the groundwork for modern, successful communicational marketing.
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About the Book
Communication is of vital importance for everyone. It is omnipresent and exerts enormous influence on the way we think and act - from interpersonal relationships to consumer behavior. Marketing comes into play whenever something is to be sold. It lays out the course of action, determines the goals, and develops the strategies by which these goals can be attained as quickly and effectively as possible.
In Communicational Marketing, Luigi Carlo De Micco combines both of these factors. Like other marketing approaches, communicational marketing is concerned with the advertising and selling of products and services. But unlike conventional advertising methods, the starting point for communicational marketing is not the individual psyche but rather the inter-communicational processes that have a lasting effect on the behavior of those involved.
De Micco explains the role played by communication in modern marketing and the mechanisms that have to be taken into account. He shows the reasons for the failure of marketing ideas by analyzing the paradoxes in well-known advertising approaches, and provides the reader with communication-oriented marketing strategies.
Communicational marketing presupposes a competent, self-directed buyer who categorically rejects suggestion and who is able to recognize manipulation whenever he or she is exposed to it.
About the Author
Luigi Carlo De Micco Born on 29 April 1964, of German-Italian background, basic commercial training in the family company, Economic Science and international rights studies in Bonn, Germany and Switzerland. 1996 PHD in economics. Luigi has been living in Monte Carlo since 2001. Luigi Carlo De Micco is internationally active as a consultant, interim manager and investor. His last book, "How you get, what you want" was listed shortly after publication on several bestseller lists and is presently being translated into other languages. As an international diplomat, he advises not only executives of international companies but also governments, particularly of Latin American countries. Luigi speaks apart from his native language German, also English, Spanish, Italian and some French. Further information on his entrepreneurial activities, can be found under www.demicco.ch and lawyers-auditors.com.