2017
DOI: 10.5958/2321-5763.2017.00211.6
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Does Promotion Mix Really Help To Enhance Brand Equity: A Literature Review

Abstract: In the modern marketing, promotion is the most familiar strategy used by the various business organizations to fascinate the customer. Promotional mix is a critical approach to enhance the sales that are why companies try to do some more attractive, influencing promotion through various media. The prime motive of the article is reviewing the promotions mix elements significance (advertising, personal selling, public relations and direct marketing, sale promotion) to brand equity dimensions. The result endorses… Show more

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Cited by 17 publications
(24 citation statements)
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“…In the contemporary context, competition is each time more evident in a global scale, therefore, consolidating a strong brand can reduce market risk and help companies' sustainability in the long term and in a scenario in which markets are characterized as highly competitive (Kumar & Patra, 2017).…”
Section: Resultsmentioning
confidence: 99%
“…In the contemporary context, competition is each time more evident in a global scale, therefore, consolidating a strong brand can reduce market risk and help companies' sustainability in the long term and in a scenario in which markets are characterized as highly competitive (Kumar & Patra, 2017).…”
Section: Resultsmentioning
confidence: 99%
“…Public relations has a broad potential to get people in this large crowd and at the same time to manipulate them. In addition, when it relates to motivating and engaging the workers, public relations acts as an effective instrument in internal marketing (Kumar & Patra, 2017). Several people argue that public relations is a straightforward activity that can be done by anyone or that public relations is a way to waste energy like money and time.…”
Section: Public Relation As a Marketing Toolmentioning
confidence: 99%
“…Dalam pemasaran modern, promosi adalah strategi yang paling akrab digunakan oleh berbagai bisnis organisasi untuk memikat pelanggan (Kumar & Patra, 2017). Salah satu faktor penting dalam mencapai kesuksesan suatu pemasaran yaitu promosi.…”
Section: A Pendahuluanunclassified