As organizations around the world confront new economic realities, many find organizing an effective response in this highly complex, highly uncertain environment to be uniquely challenging. Their sense of heightened uncertainty and risk reflects a business landscape. The rapid advance of communication technology and electronic commerce has eroded customer loyalty by creating more convenient access to product information, purchase options and services.
Industrial services have always been an important part of companies’ value chains and thus subject to many strategic decisions. They are also one of the differentiation possibilities now when markets are saturated and customers base their decisions mainly on intangible aspects of what companies offer. Carefully designed trainings are a basis not only for outstanding service delivery but also for keeping employees’ motivational levels…
This paper explores the role of consumer perception of self within a social setting and how it shapes marketing communication and advertisement strategy formation. The study reflects on current trends of social advertisements by examining traffic safety related messages of outdoor advertisement practices. Utilizing an alternative cross-disciplinary approach, it adopts psycholinguistic analytical tools for interpreting marketing communication strategies with respect to the consumer behavioral patterns.
