Axiological and Praxeological Dimensions of Marketing Communication Effectiveness – A Conceptual Framework
Analyzed from the sender’s perspective, marketing communications aim to engage audiences and create benefit-oriented relationships. In order to adequately assess the reciprocal efforts of the sender and receiver of the communication process, one cannot limit oneself to its purely economic analysis,...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2023-06-01
|
| Series: | Foundations of Management |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/fman-2023-0006 |