The value of company newsletters and magazines |
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| Institution: | 1. School of Management, Northwestern Polytechnical University, Xi''an, Shaanxi 710072, China;2. School of Accounting, Shanghai University of International Business and Economics, Shanghai 201620, China |
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| Abstract: | Traditional industrial marketing communication approaches have come under increasing cost pressures in recent years. As a result, industrial marketing managers have been turning to alternative approaches. The company magazine and newsletter is one approach which has become popular among marketers of both services and products. This study attempts to determine the effectiveness of this type of publication on various dimensions and attempts to address the question of what constitutes a good company magazine or newsletter. |
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