International dimensions of the IMC
Seems that one of the basic challenge facing marketing organizations today related to shift from traditional functions and operations to the new pattern of the 21st century and the global marketplace. The old traditional models are less and less relevant growing tendency of world market's compl...
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| Format: | Article |
| Language: | English |
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Srpsko udruženje za marketing
2005-01-01
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| Series: | Marketing (Beograd. 1991) |
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| Online Access: | http://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2005/0354-34710504199B.pdf |
| Summary: | Seems that one of the basic challenge facing marketing organizations today related to shift from traditional functions and operations to the new pattern of the 21st century and the global marketplace. The old traditional models are less and less relevant growing tendency of world market's complexity and increasing competitive efforts ask for "fresh approach" and types of communication with the consumers and other stakeholders. Accordingly, the traditional (linear) model have to be replaced with IMC integrated and interactive marketing communication. Shift toward integrated marketing communications is one of the most significant marketing communication development occurred during the 1990s and such direction is continuing in the new century or time to come. |
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| ISSN: | 0354-3471 2334-8364 |