Vytautas Magnus University Research Management System (VDU CRIS)
 
Use this url to cite publication: https://hdl.handle.net/20.500.12259/36857

Content marketing decisions for effective internal communication

Type of publication
Straipsnis kitoje duomenų bazėje / Article in other database (S4)
Author(s)
AuthorAffiliation
Pažėraitė, Aušra
Marketingo katedra / Department of Marketing
LT
Repovienė, Rūta
Marketingo katedra / Department of Marketing
LT
Title
Content marketing decisions for effective internal communication
[en]
Other Title
Turinio marketingo sprendimai efektyviai vidinei komunikacijai
[lt]
Is part of
Organizacijų vadyba : sisteminiai tyrimai = Management of organizations: systematic research. Kaunas: Vytauto Didžiojo universitetas, 2018, T. 79
Journal Title
Journal Issue Title
Date Issued
DateIssueStart PageEnd Page
2018
79
117
130
Publisher
Kaunas: Vytauto Didžiojo universitetas
Is Referenced by
Business Source Complete (EBSCO)
Complete Central & Eastern European Academic Source
ABI/Inform
VINITI
CEEOL
De Gruyter
Extent
p. 117-130
URI
URI
https://www.vdu.lt/cris/bitstream/20.500.12259/36857/1/ISSN2335-8750_2018_N_79.PG_117-130.pdf
https://doi.org/10.1515/mosr-2018-0008
https://hdl.handle.net/20.500.12259/36857
DOI
Field of Science
Keywords (lt)
Keywords (en)
Abstract (lt)

Šis straipsnis remiasi prielaida, jog naujos marketingo ir komunikacijos koncepcijos suteikia naujas galimybes vidinei komunikacijai. Straipsnyje analizuojama, kaip turinio marketingo sprendimai gali prisidėti prie efektyvios vidinės komunikacijos. Remiantis atlikta mokslinės literatūros analize, pateikiamas teorinis-hipotetinis turinio marketingo sprendimų indėlio į vidinės komunikacijos efektyvumą modelis.

Abstract (en)

The paper focuses on the assumption that new marketing and communication concepts, including content marketing, provide new opportunities for internal communication. The problem solved in this paper argues how content marketing decisions can contribute to effective internal communication. Based on scientific literature analysis, a theoretical-hypothetical model of the content marketing decisions’ contribution to the effective internal communication is presented.

Type of document
type::text::journal::journal article::research article
Language
Anglų / English (en)
Coverage Spatial
Lietuva / Lithuania (LT)
Description

eISSN 2335-8750

File(s)
ISSN (of the container)
1392-1142
Other Identifier(s)
VDU02-000022761
Access Rights
Atviroji prieiga / Open Access
Creative Commons License