Стратегическото значение на диалога в дигиталните маркетингови комуникации в Мрежата
The strategic importance of dialogue in digital marketing communications on the Web

Author(s): Teodora Petkova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: digital marketing communication; dialogue; dialogic communication; marketing communications
Summary/Abstract: The study argues the mission-critical role of dialogue in creating relevant and engaging digital marketing communication on the Web. For the research, a theoretical overview of the concept of dialogue used in marketing literature communications was made. The study also presents the characteristics of dialogic marketing communication from a relationship marketing perspective together with the challenges and opportunities related to dialogic communication in the context of marketing communications in a digital environment.

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