Kluczowe elementy zintegrowanej komunikacji marketingowej w świetle teorii
Key elements of integrated marketing communication in view of theory

Summary/Abstract: The purpose of this article is to identify key elements of integrated marketing communication (IMC) which is based on theoretical knowledge of the issue, as well as the outcomes of conducted research. The article considers forty definitions of integrated marketing communications and attempts to classify them according to shared characteristics. As a result the author creates a list of elements which are crucial for modern IMC theories and allows to craft a consist definition of IMC which can be applied in the turbulent environment.

• Details
• Contents