Integration of internet marketing communications

Economic Annals-ХХI: Volume 146, Issue 11-12, Pages: 116-119

Citation information:
Dubovyk, T. (2014). Integration of internet marketing communications. Economic Annals-XXI, 11-12, 116-119. https://ea21journal.world/index.php/ea-v146-29/

Tetiana Dubovyk
PhD (Economics),
Associated Professor,
Kyiv National University of Trade and Economics
19 Kyoto Str., Kyiv, 02156, Ukraine
TatianaVDubovik@gmail.com

Integration of internet marketing communications

Abstract. The author deals with the scientific approaches to definition «integration», reasoning the increased interest to this scientific understanding. The author analyzes the nature and benefits of integrated marketing communications complex, studies its features, associated with the development of the Internet. Factors which should be considered when implementing integrated Internet marketing communications (IInMC) are specified. Given this, proposed IInMC are differentiated at organizational, technological and informational, social, ethical, regulatory groups. The author concludes that development of IInMC is advisable to generate a unified concept of personalization and customization, through which trading enterprises interact with customers and perform coordination of sales and marketing activities to achieve maximum results.

Keywords: Integrated Marketing Communications; Integration; Integrated Internet Marketing Communications; Company

JEL Classification: F15; М30; M39

References

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Received 04.11.2014