Integruotos marketingo komunikacijos koncepcinis dualizmas
Conceptual dualism of integrated marketing communications
Author(s): Laimona Šliburytė, Renata RadzevičiūtėSubject(s): Economy
Published by: Vytauto Didžiojo Universitetas
Keywords: integrated marketing communications; IMC development;
Summary/Abstract: The article addresses distinctions of integrated marketing communication (IMC) strategic and tactical dimensions, its conceptual dualism. It discusses IMC evolvement and evolution, determines the latest academic perceptions on the subject. The article highlights the integrated marketing communication shifts from tactics to strategy, overviews IMC development patterns and determines further perspectives.
Journal: Organizacijų vadyba: sisteminiai tyrimai
- Issue Year: 2007
- Issue No: 42
- Page Range: 111-129
- Page Count: 19
- Language: Lithuanian