Интерактивност на маркетинговите комуникации
Interactivity of Marketing Communications

Summary/Abstract: This paper examines the interactivity of marketing communications in the context of technologies, technological development and technological applications used in marketing communications, both from theoretical and practical perspectives. The paper discusses various theoretical concepts and formulation of interactivity in marketing communications, proposes anew definition of interactivity of marketing communications, attempts to classify interactivity of marketing communications from the perspective of the recipient and makes a brief reading of the proposed definition and classification by examples from marketing communications practice.

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