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Integrated Marketing Communications: pushing the boundaries through digital technologies

dc.contributor.hostinstitutionAthens University of Economics and Business, Department of Management Science and Technologyen
dc.creatorKoukopoulos, Anastasiosen
dc.creatorVrechopoulos, Adamen
dc.date.accessioned2025-03-26T19:09:37Z
dc.date.available2025-03-26T19:09:37Z
dc.date.submitted2024-03-10 11:10:36
dc.description.abstractThe 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.el
dc.embargo.expire2024-03-10 11:10:36
dc.embargo.ruleOpen access
dc.format.extent7p.
dc.identifierhttp://www.pyxida.aueb.gr/index.php?op=view_object&object_id=11045
dc.identifier.citation8th International Conference on Contemporary Marketing Issues, Virtual Conference, 11-13 September, 2020
dc.identifier.urihttps://pyxida.aueb.gr/handle/123456789/1302
dc.languageen
dc.rightsCC BY: Attribution alone 4.0
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/
dc.subjectIntegrated Marketing Communication (IMC)en
dc.subjectChatbotsen
dc.subjectQR codesen
dc.subjectAugmented realityen
dc.subjectVirtual reality (VR)en
dc.titleIntegrated Marketing Communications: pushing the boundaries through digital technologiesen
dc.typeText
dc.typePeerReviewed

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