Creating New Trends in International Marketing Communication

• Autorzy: Marta Grybś
• Języki publikacji: EN

Abstrakty

EN

The aim of this paper is to investigate and provide deep understanding of the process of creating new trends in international marketing communication. The hypothesis of the paper is that there is an ongoing process of creating new trends in international marketing communication conducted by international advertising agencies. There will be presented several most reliable and up-todate definitions, concepts and theories. The new trends which appeared in the international marketing communication practice will be discussed on the examples of winners of Cannes Lions Creativity Contests.(fragment of text)

Słowa kluczowe

EN

Marketing communication; Creativity; Advertising agency; Marketing

PL

Komunikowanie marketingowe; Kreatywność; Agencje reklamowe; Marketing

• Czasopismo: Journal of Economics & Management / University of Economics in Katowice
• Rocznik: 2014
• Numer: nr 15
• Strony: 155--173

Twórcy

autor

Marta Grybś

• University of Economics in Katowice, Poland

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