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Integrated Marketing Communications: pushing the boundaries through digital technologies

Φόρτωση...
Μικρογραφία εικόνας

Ημερομηνία

Συγγραφείς

Koukopoulos, Anastasios
Vrechopoulos, Adam

Τίτλος Εφημερίδας

Περιοδικό ISSN

Τίτλος τόμου

Εκδότης

Επιβλέπων

Διαθέσιμο από

2024-03-10 11:10:36

Περίληψη

The evolving nature of Digital Technologies and the continuous diffusion and adoption of innovative technological tools and applications, provide challenging research and business opportunities. Following these evolutions, this study explores the role of Digital Technologies in Integrated Marketing Communications (IMC) in the context of Strategic Marketing Planning. The paper briefly presents the latest developments in the field of IMC through a technological perspective and reviews the dynamics and features of three major technologies (Chatbots, Quick Response codes and Augmented and Virtual Reality) as promising tools and methods for effectively applying IMC initiatives. The paper attempts to provide an initial argumentation regarding the role of these technologies in the design and implementation of IMC. Implications for research and practice are provided throughout the paper.

Περιγραφή

Λέξεις-κλειδιά

Integrated Marketing Communication (IMC), Chatbots, QR codes, Augmented reality, Virtual reality (VR)

Παραπομπή

8th International Conference on Contemporary Marketing Issues, Virtual Conference, 11-13 September, 2020

Άδεια Creative Commons