商品簡介
This dissertation analyzes the marketing strategies implemented by RTNB since the adoption of its commercial policy in 2011, in a context of reduced state funding. After presenting the key concepts of communication, media and marketing, as well as the history and mission of RTNB, the work examines the material and financial resources of the public medium. The survey of sales managers and agents reveals a partial knowledge of marketing strategies, and underlines the lack of means to effectively reach customers, mainly in the provinces. There is also little harmony between the public service mission of informing and educating, and the demands of a profitable sales policy. The main difficulties are linked to lack of motivation, training, equipment and competition from private media. The brief concludes that, while RTNB has marketing strategies in place, they are poorly exploited due to specifications that prioritize the public mission over commercial development, thus limiting the media's autonomy and financial performance.
