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- W3147429281 abstract "The paper devoted to the analysis of factors and elements of integrated marketing communications. We focused on the strategy for coordinating and combining the message to achieve maximum impact of integrated marketing communications. In our opinion, the concept of integrated marketing communications involves the solution of two interrelated problems: creating a system of communication messages using different communications tools that would not contradict each other, which would be coordinated among themselves, forming a single favorable image of the communicator; maximize the effectiveness of communications tools by searching for optimal various means. We made the conclusion that the use of an integrated approach reduces the costs of the company, since the integrated marketing communications carefully coordinates and mutually links the use of all elements of the marketing mix." @default.
- W3147429281 created "2021-04-13" @default.
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- W3147429281 date "2019-02-12" @default.
- W3147429281 modified "2023-09-23" @default.
- W3147429281 title "Integrated Marketing Communications: Factors and Elements" @default.
- W3147429281 hasPublicationYear "2019" @default.
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