Towards a New Paradigm of Integrated Marketing Communication

Anna Rogala


Marketing communication has been undergoing dynamic transformations in recent years. The main factors influencing those changes are: globalization, technological progress and the digitisation of life. Moreover, customers’ needs and expectations related to the communication are evolving as well. Because of those changes, there is a need to adjust the concept of integrated marketing communication to the new reality. Therefore, the purpose of this paper is twofold. First, to analyse the consequences of above-mentioned transformations for the concept of integrated marketing communication. Second, to discuss the need of elaborating a new marketing communication paradigm and to indicate the directions and areas that ought to be adjusted. These deliberations will be based both on critical literature analysis and results of research carried out by the author.
Author Anna Rogala (WZ / KSM)
Anna Rogala,,
- Department of Marketing Strategies
Journal seriesDIEM : Dubrovnik International Economic Meeting, ISSN 1849-3645, e-ISSN 1849-5206, (0 pkt)
Issue year2015
Publication size in sheets0.6
Conference2nd Dubrovnik International Economic Meeting (DIEM 2015), 01-10-2015 - 03-10-2015, Dubrovnik, Chorwacja
Keywords in Englishintegrated marketing communication, transformations, image
Languageen angielski
Score (nominal)5
Score sourcejournalList
ScoreMinisterial score = 0.0, 30-12-2019, ArticleFromJournal
Ministerial score (2013-2016) = 5.0, 30-12-2019, ArticleFromJournal
Citation count*1 (2020-09-19)
Additional fields
Tytuł numeruScientific Conference on Innovation, Leadership & Entrepreneurship - Challenges of Modern Economy
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* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.
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