The role and place of marketing communication in a company

The purpose of this study is to explain the role and place of marketing communication in a financial company, and the marketing and communication strategies applied to the Caisse Générale d'Épargne du Congo (CADECO) to enable it to gain acceptance of its services. It is situated in the field of marketing communication. This study bases its reflections and analyses on the marketing model of Alex Mucchielli. The relevance of this model lies in the description, in a simplified way, of the reality of the process of setting up a product by a company. This work allows us to apply all the theories learned throughout our university course by studying this bank and to provide an important collection for other researchers in order to help them extend their reflection. Our interest is also to analyze the different tools or techniques of marketing communication by referring to the level of perception of the quality of service delivery.

Autorentext

Laetitia Muabila, ricercatrice e dottoranda presso l'Università Cattolica del Congo, UCC. Segretaria di facoltà presso la Facoltà di Scienze della Comunicazione dell'IFASIC. Responsabile dei lavori.