Integrated marketing communications paradigm in digital environment: The five pillars of integration
This paper is focused on the paradigm of integrated marketing communications (IMC) in digital environment. The integration is analysed through five aspects. First, integration in terms of media; it means that IMC are performed through the mix of traditional media (print - newspapers, magazines; radi...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University Dzon Nezbit
2014-01-01
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| Series: | Megatrend Revija |
| Subjects: | |
| Online Access: | http://scindeks-clanci.ceon.rs/data/pdf/1820-3159/2014/1820-31591401187R.pdf |