IMC: Integrated marketing communication

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dc.authorscopusid57195908331
dc.authorscopusid58104551400
dc.contributor.authorYurdakul, E.
dc.contributor.authorBozdağ, A.
dc.date.accessioned2024-07-18T20:17:02Z
dc.date.available2024-07-18T20:17:02Z
dc.date.issued2018
dc.description.abstractMarketing 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.en_US
dc.identifier.doi10.1108/978-1-78714-557-320181020
dc.identifier.endpage297en_US
dc.identifier.isbn9781787145573
dc.identifier.isbn9781787145580
dc.identifier.scopus2-s2.0-85088519590en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.startpage275en_US
dc.identifier.urihttps://doi.org/10.1108/978-1-78714-557-320181020
dc.identifier.urihttps://hdl.handle.net/11411/6381
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherEmerald Group Publishing Ltd.en_US
dc.relation.ispartofMarketing Management in Turkeyen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararasıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectContent Marketingen_US
dc.subjectExperiential Marketingen_US
dc.subjectIntegrated Marketing Communicationen_US
dc.subjectMarketing Communication Mixen_US
dc.subjectProduct Placement Virtual/Augmented/Mixed Realityen_US
dc.subjectTrends İn Turkeyen_US
dc.titleIMC: Integrated marketing communication
dc.typeBook Chapter

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