PODSTAWOWA KLASYFIKACJA KOMUNIKACJI MARKETINGOWEJ
THE BASIC CLASSIFICATION OF MARKETING COMMUNICATION

Summary/Abstract: The marketing communication as a part of the marketing science has not been properly classified according to logical principles. The aim of the paper is to fill that gap. First of all the marketing communication consists of two main elements: promotion and research of promotion. Promotion can be formal or informal. The first one consists of impersonal promotion (indirect promotion) and personal promotion (direct promotion). Most of promotional activities are impersonal. They are composed of such types of promotion as firm promotion, product promotion and sales promotion. On the other hand personal promotion can be divided into acquisition, commercial agency, personal selling, demonstrations and shows, telemarketing and others.

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