Benefits of Using Social Networks in Integrated Marketing Communications
Benefits of Using Social Networks in Integrated Marketing Communications
Author(s): Jaromíra Vaňová, Vanessa Prajová, Martina Horváthová, Mária HomokyováSubject(s): Theory of Communication, Social Informatics, Marketing / Advertising, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Communication; Integrated Marketing Communications; Marketing; Security; Social Networks;
Summary/Abstract: The issue of the quality of activities providing integrated communication in an organization is currently up to date. It is linked to several factors, including, among other things, the development of information and communication technologies, the internationalization of sales outlets and the intercultural segmentation of the market. Today is a difficult time for many organizations and organizational managers are facing hard market challenges. The key prerequisite for success is not only to identify customer signals and integrate them into the value-creation process but also to build an effective internal communication system as well as external communication with a customer driven by globalization at an international level. In assessing the quality of the communication effect in the current communication policy and organization strategy, there are generally many shortcomings related to the lack of system orientation in this area.
Journal: Marketing Identity
- Issue Year: 6/2018
- Issue No: 1/1
- Page Range: 176-185
- Page Count: 10
- Language: English