polonsky-newmediaembedding-2007.pdf (37.65 kB)
New media : embedding IMC within broader marketing strategy
conference contribution
posted on 2007-01-01, 00:00 authored by B Higgs, Michael PolonskyMichael PolonskyNew 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.
History
Event
Australian & New Zealand Marketing Academy. Conference (2007 : University of Otago)Pagination
1500 - 1508Publisher
University of Otago, School of Business, Dept. of MarketingLocation
University of Otago, Dunedin, New ZealandPlace of publication
Dunedin, New ZealandStart date
2007-12-03End date
2007-12-05Language
engNotes
Reproduced with the specific permission of the copyright owner.Publication classification
E1.1 Full written paper - refereed; E Conference publicationCopyright notice
2007, ANZMACEditor/Contributor(s)
M Thyne, K Deans, J GnothTitle of proceedings
ANZMAC 2007 : 3Rs, reputation responsibility relevanceUsage metrics
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