La comunicación de marketing en la empresa de distribución española Mercadona

  1. Marín Dueñas, Pedro Pablo 1
  2. Lozano Fernández, Jesús 1
  1. 1 Universidad de Cádiz
    info

    Universidad de Cádiz

    Cádiz, España

    ROR https://ror.org/04mxxkb11

Journal:
Retos: Revista de Ciencias de la Administración y Economía

ISSN: 1390-8618,  1390-6291

Year of publication: 2017

Issue Title: (abril-septiembre)

Volume: 7

Issue: 13

Pages: 9-26

Type: Article

DOI: 10.17163/RET.N13.2017.01 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Retos: Revista de Ciencias de la Administración y Economía

Abstract

This research analyzes the marketing communication of Mercadona, a spanish retaliler company. Is analyzed the external communication of the company, paying special attention to Internet and social networks. The aim of the research is to understand the main communication tools used in its communication strategy. The research methodology used has been the observation and analysis of content. The main results determine a preferential use of the communication tools denominated nonconventional or below the line. Mercadona is present in the main social media and makes an efficient use of them, although Mercadona uses these tools from a more corporate than commercial perspective.

Bibliographic References

  • Marketing, Comunicación Comercial, Distribución, Mercadona
Data source: Dialnet