<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The paper focuses on the assumption that new marketing and communication concepts, including content marketing, provide new opportunities for internal communication. The problem solved in this paper argues how content marketing decisions can contribute to effective internal communication. Based on scientific literature analysis, a theoretical-hypothetical model of the content marketing decisions’ contribution to the effective internal communication is presented.</p></abstract>

The paper focuses on the assumption that new marketing and communication concepts, including content marketing, provide new opportunities for internal communication. The problem solved in this paper argues how content marketing decisions can contribute to effective internal communication. Based on scientific literature analysis, a theoretical-hypothetical model of the content marketing decisions’ contribution to the effective internal communication is presented.

Content Marketing Decisions for Effective Internal Communication

Management of Organizations: Systematic Research

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

{"article-title":"Content Marketing Decisions for Effective Internal Communication"}

The paper focuses on the assumption that new marketing and communication concepts, including content marketing, provide new opportunities for internal...

Content Marketing Decisions for Effective Internal Communication

Published Online: Oct 04, 2018

Page range: 117 - 130

Received: Apr 27, 2018

DOI: https://doi.org/10.1515/mosr-2018-0008

Keywords
content marketing, internal communication, effective internal communication, content marketing decisions

© 2018 Aušra Pažėraitė et al., published by Sciendo

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

Content Marketing Decisions for Effective Internal Communication

Published Online: Oct 04, 2018

Page range: 117 - 130

Received: Apr 27, 2018

DOI: https://doi.org/10.1515/mosr-2018-0008

Keywordscontent marketing, internal communication, effective internal communication, content marketing decisions

© 2018 Aušra Pažėraitė et al., published by Sciendo

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

Keywords
content marketing, internal communication, effective internal communication, content marketing decisions