Rodyti trumpą aprašą

dc.contributor.authorDmitrijeva, Ksenija
dc.contributor.authorBatraga, Anda
dc.date.accessioned2024-06-05T05:20:17Z
dc.date.available2024-06-05T05:20:17Z
dc.date.issued2012
dc.identifier.isbn9786094571169en_US
dc.identifier.issn2029-4441en_US
dc.identifier.urihttps://etalpykla.vilniustech.lt/handle/123456789/154346
dc.description.abstractAll over the world the market of marketing communications (MC), especially advertising, is saturated, cluttered with different types and contents of messages. Consequently, integrated marketing communications (IMC) are becoming more indispensable and useful. Besides, there are fierce discussions about the tools and approaches to be applied in achieving marketing goals. Under the globalization of economy the concept of “integration” in general and in marketing context, and also new aspects of IMC gaining more significance for achieving marketing goals and promoting efficiency. The authors have ac-complished a survey and concluded that standardization is acceptable just in the case when specific ele-ments are used, taking in account that the positioning and marketing elements have to be localized; locali-zation determines efficiency in specific markets and its factors are very important under globalization; the new term ‘glocalization’ offers great opportunities in the standardization/adaptation issue; One of the suc-cess keys in global marketing issues is a comprehensive, synergic MC provided by an IMC program.en_US
dc.format.extent8 p.en_US
dc.format.mediumTekstas / Texten_US
dc.language.isoenen_US
dc.relation.urihttps://etalpykla.vilniustech.lt/handle/123456789/154267en_US
dc.source.urihttp://old.konferencijos.vgtu.lt/bm.vgtu.lt/public_html/index.php/bm/bm_2012/paper/view/92en_US
dc.subjectmarketing communicationsen_US
dc.subjectintegrationen_US
dc.subjectcommunication technologiesen_US
dc.subjectinnovationen_US
dc.subjectIMCen_US
dc.titleNew theoretical concepts of marketing communications in the context of globalization processesen_US
dc.typeKonferencijos publikacija / Conference paperen_US
dcterms.accessRightsLaisvai prieinamas / Openly availableen_US
dcterms.accrualMethodRankinis pateikimas / Manual submissionen_US
dcterms.alternativeInternational economy: problems of innovation and marketing managementen_US
dcterms.issued2012-05-11
dcterms.references44en_US
dc.description.versionTaip / Yesen_US
dc.contributor.institutionUniversity of Latviaen_US
dcterms.sourcetitle7th International Scientific Conference “Business and Management 2012”en_US
dc.identifier.eissn2029-929Xen_US
dc.publisher.nameVilnius Gediminas Technical Universityen_US
dc.publisher.nameVilniaus Gedimino technikos universitetasen_US
dc.publisher.countryLithuaniaen_US
dc.publisher.countryLietuvaen_US
dc.publisher.cityVilniusen_US
dc.identifier.doihttps://doi.org/10.3846/bm.2012.045en_US


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Rodyti trumpą aprašą