The practice of creating and maintaining favorable image and goodwill of an organization among its stakeholders like, customers, employees, media, investors, suppliers etc., usually through publicity and other nonpaid forms of communication.
Published in Chapter:
Comparative Analysis of Marketing Communication Tools Adopted by Telecommunication Service Firms: Bharti Airtel and Idea Cellular with Special Reference to Eastern Rajasthan, India
Kavaldeep Dixit (International School of Informatics and Management Technical Campus, India) and Neha Jain (International School of Informatics and Management Technical Campus, India)
Copyright: © 2016
|Pages: 20
DOI: 10.4018/978-1-5225-0143-5.ch004
Abstract
The increase in number of players in cellular telephony has raised the expectation level of customers compelling firms to devise strategies to gain competitive edge. Thus, the main objective of this research is to comparatively study employees and customer's awareness regarding marketing communication tools adopted by Bharti Airtel and Idea Cellular in eastern Rajasthan. In the present study communication tools pertaining to advertising, sales-promotion, personal selling, direct marketing, events and public relations have been considered and analyzed. The present research will also attempt to explore the sources of information referred to by customers while opting for telecommunication services. The study will involve a sample of 250 existent customers and 25 employees for Bharti Airtel and Idea Cellular respectively and the methodology employed will be structured questionnaire for customers and employees separately with reference to eastern Rajasthan. By identifying the strategic issues that affect customer decisions the present research will contribute to the understanding of the influence of communication tools on customers. It would also enable marketing managers to identify impact of these dimensions and to concentrate firm's efforts on those factors which enhance customer awareness. It is an exploratory study.