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| Tekijä: | Gurau, Calin |
| Otsikko: | Integrated online marketing communication: implementation and management |
| Lehti: | Journal of communication management
2008 : VOL. 12:2, p. 169-184 |
| Asiasana: | communication internet United Kingdom |
| Vapaa asiasana: | online marketing communication |
| Kieli: | eng |
| Tiivistelmä: | This paper examines the particularities of implementing integrated marketing communication (IMC) in an online environment. Based on the analysis of secondary and primary data collected, the various meanings of the integrated online marketing communication, the opportunities and challenges raised by online communication, and the structure of an efficient integrated online marketing communication system are identified. The analysis shows that transparency, interactivity and memory of the internet are the factors that force organizations to adopt proactive-reactive attitudes in online communication, and to combine consistency and continuity with flexibility and customization. The paper proposes a model for implementing integrated online marketing communication. |
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