Integrated Marketing Communication - Towards a Holistic Concept

• Autorzy: Magdalena Daszkiewicz , Anetta Pukas

Warianty tytułu

Zintegrowana komunikacja marketingowa - w stronę holistycznej koncepcji

• Języki publikacji: EN

Abstrakty

EN

This paper explores the concept of Integrated Marketing Communication (IMC) and presents changes resulting from its evolution. The purpose of this paper is to determine directions of development of the IMC concept and facilitate future research and empirical implementation of integrated marketing communication. Based on a descriptive review of the scientific literature, relevant and significant to the marketing communication knowledge, the authors established the state of development of the IMC concept. The overview of prevailing theories enabled the comparison of the existing definitions and main features of the concept. The paper presents changes and key drivers for the evolution of IMC. The analysis allowed the authors to identify new approaches to the concept of IMC in the world science and determine that the modern IMC concept is moving toward holistic solutions, which include strategic planning in the organisation and modern marketing knowledge. Nowadays, the integration of marketing communications means the need to seek solutions at a strategic level and value creation based on long-term relationships with customers. The future of the IMC concept also means the need to conduct studies that will determine the possibility of its use in relation to different types of organisations (non-profit organisations or administrative units etc.), as well as various industries or business sectors.(original abstract)

Artykuł prezentuje koncepcję zintegrowanej komunikacji marketingowej (IMC) i analizuje zmiany wynikające z jej ewolucji. Celem tekstu jest określenie kierunków rozwoju koncepcji IMC oraz dalszych badań i praktycznych zastosowań zintegrowanej komunikacji marketingowej. Na podstawie opisowego przeglądu literatury naukowej, istotnej dla rozwoju wiedzy o komunikacji marketingowej, autorki ustaliły stan rozwoju koncepcji IMC. Prowadzone rozważania teoretyczne pozwoliły na porównanie definicji i kluczowych cech koncepcji. Artykuł prezentuje zmiany i czynniki kluczowe dla ewolucji IMC. Na podstawie analizy światowego dorobku naukowego zidentyfikowano nowe podejścia do koncepcji IMC i ustalono, że nowoczesna koncepcja IMC zmierza w kierunku rozwiązań o charakterze holistycznym, które uwzględniają planowanie strategiczne organizacji oraz nowoczesną wiedzę marketingową. Aktualnie integracja komunikacji marketingowej oznacza potrzebę szukania rozwiązań na poziomie strategicznym, a także kreowanie wartości bazujące na długookresowych relacjach z klientami. Przyszły rozwój koncepcji IMC oznacza również konieczność przeprowadzenia badań, dotyczących możliwości jej zastosowania w odniesieniu zarówno do różnych rodzajów organizacji (organizacje non profit lub jednostek admini- stracyjnych), jak również różnych branż i sektorów gospodarki.(abstrakt oryginalny)

Słowa kluczowe

EN

Marketing communication

PL

Komunikowanie marketingowe

• Czasopismo: Nauki o Zarządzaniu / Uniwersytet Ekonomiczny we Wrocławiu
• Rocznik: 2016
• Numer: nr 3 (28)
• Strony: 20--29

Twórcy

autor

Magdalena Daszkiewicz

• Uniwersytet Ekonomiczny we Wrocławiu

autor

Anetta Pukas

• Uniwersytet Ekonomiczny we Wrocławiu

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Identyfikatory

DOI

10.15611/noz.2016.3.02