Integrated marketing communication – concepts, practice, new challenges
Journal Title: Marketing Instytucji Naukowych i Badawczych - Year 2018, Vol 28, Issue 2
Abstract
The issue of integrated marketing communication in contemporary research is clearly evolving along with the development of markets, their participants and technologies. The goals of this article are: first of all, showing the evolution of models of integrated marketing communication (IMC) in light of the current research, second thing is analysing the configuration of various IMC tools (that is, traditional and Internet tools) which constitute a level of operationalization of IMC models and the third thing formulating implications for managers in the area of company and brand activities. The article is based on secondary sources related to research (scientific magazines) and empirical sources (case study). The effect of these deliberations is showing the strategic dimension of integrated marketing communication in a company and a proposal of its operationalization in form of the 360-degree communication model.
Authors and Affiliations
Mirosława Pluta-Olearnik
Keywords
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- EP ID EP325411
- DOI 10.14611/minib.28.06.2018.12
- Views 82
- Downloads 0
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