Integrated marketing communication – concepts, practice, new challenges

- Professor Mirosława Pluta-Olearnik

The issue of integrated marketing communication in contemporary research is clearly evolving along with the development of markets, their participants and technologies. The goals of this article are: first of all, showing the evolution of models of integrated marketing communication (IMC) in light of the current research, second thing is analysing the configuration of various IMC tools (that is, traditional and Internet tools) which constitute a level of operationalization of IMC models and the third thing formulating implications for managers in the area of company and brand activities. The article is based on secondary sources related to research (scientific magazines) and empirical sources (case study). The effect of these deliberations is showing the strategic dimension of integrated marketing communication in a company and a proposal of its operationalization in form of the 360-degree communication model.

Professor Mirosława Pluta–Olearnik, Wrocław University of Economics, Poland – economist, academic teacher, professor of economics, service management and marketing specialist, professor of the University of Economics and the University of Business in Wrocław, author of about 100 scientific publications. For many years she has been specialized in the issues of functioning and development of services in such areas as: banking, tourist, educational, scientific and research, business services. Moreover, she is conducting research on the internationalization of the service sector. The author of such books as „Marketing usług”, „Marketing usług bankowych”, „Rozwój usług edukacyjnych w erze społeczeństwa informacyjnego”, „Przedsiębiorcza uczelnia i jej relacje z otoczeniem”.

DOI: 10.14611/minib.28.06.2018.12
Contact: pluta(at)

MINIB, 2018, Vol. 28, Issue 2

Resize of Open_Access_logo_PLoS_white Available in Open Access

Read on-line →