Integrated Marketing Communication Anticipating the "Age of Engage"

• Autores: S. Alyssa Groom
• Localización: Communication research trends, ISSN 0144-4646, Vol. 27, Nº. 4, 2008, págs. 3-19
• Idioma: inglés
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• Resumen

  • 1. Introduction A.Introduction:The issues 2. A Shift in Fundamentals 3. Anticipating "The Age of Engage" Introducing Integration A.Why Integration? B.Defining IMC:Revisiting the Sender-Receiver Model of Communication C.Reengineering:Outside-in Integration from within the Organization 4. IMC: Where Do We Go From Here