POSSIBILITIES AND LIMITS OF DIGITAL COMMUNICATION IN MARKETING COMMUNICATION
POSSIBILITIES AND LIMITS OF DIGITAL COMMUNICATION IN MARKETING COMMUNICATION
Author(s): Dušan PavlůSubject(s): Social Sciences, Media studies, Communication studies, Theory of Communication, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: changes in thinking; digital communication in marketing; mass communication; structure of changes in information sources;
Summary/Abstract: Analysis of the current global and local trends in the use of digital communication forms in the commercial types of marketing communications. It concentrates on interpreting the results of studies conducted in the Czech environment and is aiming to answer the question: what changes in digital mass communication, generally, and in digital marketing communication, specifically, do we witness and also make? What human society is formed by these changes, what they mean and where they are most likely to lead, and, last but not least, are we able to effectively influence them?
Journal: Marketing Identity
- Issue Year: 3/2015
- Issue No: 1/1
- Page Range: 229-246
- Page Count: 18
- Language: English