Communication Strategy of the Benetton Group: Theoretical and practical analysis explaining what communication is presenting it with Benetton's advertising campaigns - Softcover

Kuboj, Suel

Softcover

ISBN 10: 363946334X ISBN 13: 9783639463347

Publisher: AV Akademikerverlag, 2013

Synopsis

This thesis explains what communication is and present its tools and strategies, which is necessary to illustrate the communication strategy of the Benetton Group, how it was in the past and how it is now. The thesis has a theoretical part on communication tools like advertising, public relations (PR), sales promotion, direct marketing and personal selling, described in detail as well as strategies, including the push and pull strategy. The practical part involves the Benetton Group where the following subjects are described: the group's background, history, communication strategy, sales channels, financial highlights, logistics, sales (sales by region, sales by brands), and Benetton's usage of communication, described with the help of a Swedish case. The end of the thesis presents several campaigns to see how Benetton's campaigns change over the years especially during Toscani's time by Benetton and after he quitted, where the Group started to change its communication strategy.

About this title

About the Author:

- Suel Kuboj a state recognized foreign language secretary for English and French. - Did my Bachelor degree in International Business at the University of Applied Sciences (HTW) in Berlin and my Master degree for the same studies at the Warsaw School of Economics.- Currently work as a Junior Accountant for Stanley Black&Decker Ltd in Warsaw.

About this edition

• Publisher: AV Akademikerverlag
• Publication date: 2013
• ISBN 10: 363946334X
• ISBN 13: 9783639463347
• Binding: Paperback
• Number of pages: 96