VSE knjižnice (vzajemna bibliografsko-kataložna baza podatkov COBIB.SI)
  • Mining the IMC term-scape [Elektronski vir] : framework of integrated marketing communication field in academic journals
    Podnar, Klement ; Golob, Urša, 1977-
    This paper explores the scholarly state of the art in the field of integrated marketing communication (IMC). It examines the underlying forces that shape the integrated marketing communication field ... using bibliometric method. It explores themes and trends covered by academic journals through a co-occurrence term maps generated from the Scopus text corpora of its titles, keywords, and abstracts related to integrated marketing communication. Maps, generated form the VOSviewer program reveal a coalescence of concepts related to IMC field and show that IMC is far from being strictly defined field, based on a coherent theoretical foundation.
    Vir: Challenges in an age of (dis)engagement [Elektronski vir] : conference proceedings (Str. 465-469)
    Vrsta gradiva - prispevek na konferenci
    Leto - 2016
    Jezik - angleški
    COBISS.SI-ID - 34150237

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