Integrated marketing communications paradigm in digital environment: The five pillars of integration

Article English OPEN
Rakić Beba; Rakić Mira;
(2014)

This paper is focused on the paradigm of integrated marketing communications (IMC) in digital environment. The integration is analysed through five aspects. First, integration in terms of media; it means that IMC are performed through the mix of traditional media (print... View more
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