INTEGRATED MARKETING COMMUNICATIONS: ESSENCE AND THE PROCESS OF FORMATION
Keywords:
Integrated marketing communications, the “push-pull” marketing, planning of marketing communications, marketing communications management
Abstract
The article describes the essence of the concept of integrated marketing communications, details the process of their occurrence and stages of development, presents a five-step planning process of marketing communications and management algorithm, and defined the basic task of integrated marketing communications in the future.
References
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2. Levitt T. Marketing myopia. – Harvard Business Review, 1962. – July-August.
3. Котлер Ф. Маркетинг менеджмент / Пер. з англ. – СПб. : Питер ком, 1999. – 896 с.
4. Котлер Филип. Маркетинг в третьем тысячелетии : как создать, завоевать и удержать рынок : [Пер. с англ.] / Флип Котлер. – М. : АСТ, 2000. – 271 с.
5. Schultz D. E. New, newer, the newest: Evolving stages of IMC/ D. E. Schultz// Journal of Integrated Marketing Communications. – 2010. – С. 14-21.
6. Schultz D.E. IMC receives more appropriate definition/ D. E. Schultz// Marketing News. – 2004. – № 38(15). – С. 8-9.
7. Ferguson R. Word of mouth and viral marketing/ R. Ferguson// Journal of Integrated Marketing Communications. – 2010. – С. 22-26.
8. Sara Al-Hemaidi, Yanit Belachew et al. Understanding IMC in Emerging Markets: A study of the resources and marketing landscape of ten emerging markets / Sara Al-Hemaidi, Yanit Belachew and others// Journal of Integrated Marketing Communications. – 2012. – C. 1-19.
Published
2019-09-17
Pages
93-97
Section
SECTION 4 ECONOMY AND ENTERPRISE MANAGEMENT
