<abstract xmlns="http://www.w3.org/1999/xhtml"><p>Integrated marketing communication evolves evidently with the development of today's markets, their participants and technology - in the light of contemporary research. The objectives of this article are: firstly, to show the evolution of the models of integrated marketing communication ICM in the light of current research; secondly, to analyse the configuration of various ICM tools (traditional and Internet) which constitute the level of operationalization of ICM models and thirdly, to formulate business and brand implications. The article is based on research-based secondary sources (scientific journals) and empirical (case study). The results of the discussion are: the concept of the strategic dimension of integrated marketing communications in the enterprise and the proposal of its operationalization in the form of a 360 degrees communication model.</p></abstract>

Integrated marketing communication evolves evidently with the development of today's markets, their participants and technology - in the light of contemporary research. The objectives of this article are: firstly, to show the evolution of the models of integrated marketing communication ICM in the light of current research; secondly, to analyse the configuration of various ICM tools (traditional and Internet) which constitute the level of operationalization of ICM models and thirdly, to formulate business and brand implications. The article is based on research-based secondary sources (scientific journals) and empirical (case study). The results of the discussion are: the concept of the strategic dimension of integrated marketing communications in the enterprise and the proposal of its operationalization in the form of a 360 degrees communication model.

Integrated marketing communication — concepts, practice, new challenges

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

{"article-title":"Integrated marketing communication \u2014 concepts, practice, new challenges"}

Integrated marketing communication evolves evidently with the development of today's markets, their participants and technology - in the light of contemporary...

Integrated marketing communication — concepts, practice, new challenges

Published Online: Aug 14, 2018

Page range: 121 - 138

DOI: https://doi.org/10.14611/minib.28.06.2018.12

Keywords
integrated marketing communication, enterprise development strategy, internet technology, communication tools

© 2018 Mirosława Pluta-Olearnik, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Integrated marketing communication — concepts, practice, new challenges

Published Online: Aug 14, 2018

Page range: 121 - 138

DOI: https://doi.org/10.14611/minib.28.06.2018.12

Keywordsintegrated marketing communication, enterprise development strategy, internet technology, communication tools

© 2018 Mirosława Pluta-Olearnik, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
integrated marketing communication, enterprise development strategy, internet technology, communication tools