Integrated marketing communication — concepts, practice, new challenges
Integrated marketing communication evolves evidently with the development of today's markets, their participants and technology - in the light of contemporary research. The objectives of this article are: firstly, to show the evolution of the models of integrated marketing communication ICM in...
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| Format: | Article |
| Language: | English |
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Sciendo
2018-06-01
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| Series: | Marketing of Scientific and Research Organizations |
| Subjects: | |
| Online Access: | https://doi.org/10.14611/minib.28.06.2018.12 |
| _version_ | 1797229682599395328 |
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| author | Pluta-Olearnik Mirosława |
| author_facet | Pluta-Olearnik Mirosława |
| author_sort | Pluta-Olearnik Mirosława |
| collection | DOAJ |
| description | Integrated marketing communication evolves evidently with the development of today's markets, their participants and technology - in the light of contemporary research. The objectives of this article are: firstly, to show the evolution of the models of integrated marketing communication ICM in the light of current research; secondly, to analyse the configuration of various ICM tools (traditional and Internet) which constitute the level of operationalization of ICM models and thirdly, to formulate business and brand implications. The article is based on research-based secondary sources (scientific journals) and empirical (case study). The results of the discussion are: the concept of the strategic dimension of integrated marketing communications in the enterprise and the proposal of its operationalization in the form of a 360 degrees communication model. |
| first_indexed | 2024-04-24T15:16:28Z |
| format | Article |
| id | doaj.art-d425ee5d54964445a6f9791b88c78343 |
| institution | Directory Open Access Journal |
| issn | 2353-8414 |
| language | English |
| last_indexed | 2024-04-24T15:16:28Z |
| publishDate | 2018-06-01 |
| publisher | Sciendo |
| record_format | Article |
| series | Marketing of Scientific and Research Organizations |
| spelling | doaj.art-d425ee5d54964445a6f9791b88c783432024-04-02T09:19:23ZengSciendoMarketing of Scientific and Research Organizations2353-84142018-06-0128212113810.14611/minib.28.06.2018.12Integrated marketing communication — concepts, practice, new challengesPluta-Olearnik Mirosława0Wrocław University of Economics,Wrocław, PolandIntegrated marketing communication evolves evidently with the development of today's markets, their participants and technology - in the light of contemporary research. The objectives of this article are: firstly, to show the evolution of the models of integrated marketing communication ICM in the light of current research; secondly, to analyse the configuration of various ICM tools (traditional and Internet) which constitute the level of operationalization of ICM models and thirdly, to formulate business and brand implications. The article is based on research-based secondary sources (scientific journals) and empirical (case study). The results of the discussion are: the concept of the strategic dimension of integrated marketing communications in the enterprise and the proposal of its operationalization in the form of a 360 degrees communication model.https://doi.org/10.14611/minib.28.06.2018.12integrated marketing communicationenterprise development strategyinternet technologycommunication tools |
| spellingShingle | Pluta-Olearnik Mirosława Integrated marketing communication — concepts, practice, new challenges Marketing of Scientific and Research Organizations integrated marketing communication enterprise development strategy internet technology communication tools |
| title | Integrated marketing communication — concepts, practice, new challenges |
| title_full | Integrated marketing communication — concepts, practice, new challenges |
| title_fullStr | Integrated marketing communication — concepts, practice, new challenges |
| title_full_unstemmed | Integrated marketing communication — concepts, practice, new challenges |
| title_short | Integrated marketing communication — concepts, practice, new challenges |
| title_sort | integrated marketing communication concepts practice new challenges |
| topic | integrated marketing communication enterprise development strategy internet technology communication tools |
| url | https://doi.org/10.14611/minib.28.06.2018.12 |
| work_keys_str_mv | AT plutaolearnikmirosława integratedmarketingcommunicationconceptspracticenewchallenges |