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New media : embedding IMC within broader marketing strategy

Higgs, Bronwyn and Polonsky, Michael 2007, New media : embedding IMC within broader marketing strategy, in ANZMAC 2007 : 3Rs, reputation responsibility relevance, University of Otago, School of Business, Dept. of Marketing, Dunedin, New Zealand, pp. 1500-1508.

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Title New media : embedding IMC within broader marketing strategy
Author(s) Higgs, Bronwyn
Polonsky, Michael
Conference name Australian & New Zealand Marketing Academy. Conference (2007 : University of Otago)
Conference location University of Otago, Dunedin, New Zealand
Conference dates 3-5 December 2007
Title of proceedings ANZMAC 2007 : 3Rs, reputation responsibility relevance
Editor(s) Thyne, Maree
Deans, Kenneth R.
Gnoth, Juergen
Publication date 2007
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1500
End page 1508
Publisher University of Otago, School of Business, Dept. of Marketing
Place of publication Dunedin, New Zealand
Summary New media has resulted in communications strategy evolving to a more integral component of marketing strategy, such that the two are converging. This paper discusses the implications of this shift in terms of IMC, drawing on the existing academic and practitioner literature.  Effective use of new media means communication activities will direct marketing tactics and strategy, rather than being driven by them.
Notes Reproduced with the specific permission of the copyright owner.
ISBN 9781877156298
9781877156280
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1.1 Full written paper - refereed
ERA Research output type E Conference publication
Copyright notice ©2007, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30016332

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