Resumen

MARIN DUENAS, Pedro Pablo  y  LOZANO FERNANDEZ, Jesús. Marketing communication in Spanish retailer company Mercadona. Retos [online]. 2017, vol.7, n.13, pp.9-26. ISSN 1390-8618.  https://doi.org/10.17163/ret.n13.2017.01.

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.

Palabras clave : Retailer; marketing; commercial communication; social media; internet; tools.

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