Towards a New Paradigm of Integrated Marketing Communication
AbstractMarketing 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.
|Journal series||DIEM : Dubrovnik International Economic Meeting, ISSN 1849-3645, e-ISSN 1849-5206, (0 pkt)|
|Publication size in sheets||0.6|
|Conference||2nd Dubrovnik International Economic Meeting (DIEM 2015), 01-10-2015 - 03-10-2015, Dubrovnik, Chorwacja|
|Keywords in English||integrated marketing communication, transformations, image|
|Score|| = 0.0, 30-12-2019, ArticleFromJournal|
= 5.0, 30-12-2019, ArticleFromJournal
|Citation count*||1 (2020-09-19)|
|Tytuł numeru||Scientific Conference on Innovation, Leadership & Entrepreneurship - Challenges of Modern Economy|
* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.