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Type of publication: research article
Type of publication (PDB): Straipsnis konferencijos medžiagoje Clarivate Analytics Web of Science ar/ir Scopus / Article in Clarivate Analytics Web of Science or Scopus DB conference proceedings (P1a)
Field of Science: Vadyba / Management (S003)
Author(s): Rimkienė, Indrė
Title: Integrated marketing communication: theoretical approach
Is part of: Rural development 2013 : 6th international scientific conference, 28-29 November, 2013, Akademija : proceedings. Akademija : Aleksandras Stulginskis University, Vol. 6, b. 1 (2013)
Extent: p. 305-310
Date: 2013
Keywords: Marketing communication;Integrated marketing communication;JEL classification: M300
Abstract: Marketing communication, regardless of its nature - a process which is achieved requires the audience targeted by transferring information through the selection of the communication channels in due course. Marketing communications is to enable an organization to communicate with its target audience. Eventually the realization that the greatest impact can be integrated to make the audience synergy by all process elements into a single whole, there is an integrated marketing communication approach, which is currently considered to be one of the biggest marketing innovation. Integrated marketing communication can be as a kind of tool that can help managers and professionals to respond to their recent environmental changes. Theoretical interface confirms that in spite of the fact that this concept is examined and evaluated for several decades, it is not significantly advanced from the initial discussion point for finding the generally accepted definition of the concept
Affiliation(s): Vytauto Didžiojo universitetas
Žemės ūkio akademija
Appears in Collections:Universiteto mokslo publikacijos / University Research Publications

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