VSE knjižnice (vzajemna bibliografsko-kataložna baza podatkov COBIB.SI)
  • Integrated marketing communication vs. omnichanel marketing: What is there for us?
    Sila, Iztok ; Özkoyuncu, Fatih ; Karanfilovska, Meri
    Integrated marketing communication and omnichannel marketing are two concepts in marketing that have become popular in last several years, especially with the rise of the digital era. With the end of ... the recession that started in 2008, marketers in our region had to start to prove themselves in front of their bosses and owners as the economy began to grow. However, there is an increasing gap in understanding of these concepts since to some authors, they seem similar while to other, they are quite different. In this paper we conduct comparative analysis of the two concepts in modern marketing (communication) and examine the role of internal communication. Furthermore, we review the omnichannel vs. multichannel strategy, and finally elaborate on the relevance of mass media and the importance of time.
    Vir: Linking business and communication : from a sparkle to a flame (Str. 109-125)
    Vrsta gradiva - članek, sestavni del
    Leto - 2018
    Jezik - angleški
    COBISS.SI-ID - 513023792

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