IMC or a shift from unilateral communications to bilateral relations
Автор: Trofimenko Elena Yurievna, Sergeeva Aleksandra Gennadievna
Рубрика: Маркетинг
Статья в выпуске: 4 т.7, 2013 года.
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This article deals with integrated marketing communications. Basic points of IMC, difference between traditional model of marketing communications and integrated marketing communications are given in the article. The necessity of integrated marketing communications use in the process of establishing bilateral relations with the consumer, i.e. implementation of marketing on the basis of relations, is proved. The process of effective integrated marketing communications development is described.
Integrated marketing communications, traditional marketing communications, marketing on the basis of relations, synergy effect, imc planning
Короткий адрес: https://sciup.org/147155995
IDR: 147155995