IMC: Integrated marketing communication
Küçük Resim Yok
Tarih
2018
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Emerald Group Publishing Ltd.
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
Marketing has changed rapidly over the last four decades. Not a core discipline itself, its applications have become more complicated, more dynamic and more customised than ever before. Achieving differentiation in product is as difficult as reaching an aurora. Instead, marketers use communication tools to draw attention and increase awareness. But in the era of artificial intelligence, number of communication channels, competitors and lack of patience to read or listen to branded messages are not helping to reach targets. To keep the brands' images clear and memorable, marketers need to create powerful content to deliver through any touchpoints. And that means INTEGRATION: 'coordinating the company's many communication channels to deliver a clear, consistent and compelling message about the organisation and its products'. The dynamics of marketing communication mix can vary in different geographies. Being a developing country makes Turkey a fast mover but unstable. Although coping with these dynamics is not easy, it could be learnt. This chapter aims to help the reader find some useful information about Integrated Marketing Communication applications in the Turkish market. © 2018 by Emerald Publishing Limited. All rights reserved.
Açıklama
Anahtar Kelimeler
Content Marketing, Experiential Marketing, Integrated Marketing Communication, Marketing Communication Mix, Product Placement Virtual/Augmented/Mixed Reality, Trends İn Turkey
Kaynak
Marketing Management in Turkey
WoS Q Değeri
Scopus Q Değeri
N/A
