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Zintegrowana komunikacja marketingowa. Nowe podejście - propozycja uporządkowania pojęć

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Rydel M., Uniwersytet Gdański Z. M.
Acta Universitatis Lodziensis. Folia Oeconomica
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2004
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vol. 179 cz. 1
EN
Integrated Marketing Communications (IMC) is something more than Marketing Communications and Promotion. IMC integrates not only traditional (formal) Marketing Communications elements: Advertising, Public Relations, Sales Promotion, Personal Selling and Sponsoring. It integrates all communicates being sent to market environment. The new task of a company, is to manage and integrate all kinds of communicates. The proposed definition is that of H. Fill which states: IMC it is managing dialogue of a company with its market Environment. More and more important role in this dialogue will play informal communication, which from the point of view of time, budget and organizational structures is not called promotion. Examples may be word of mouth, lobbying or informal meetings and all other messages attached to product, price, distribution and people other than promotional staff.
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Rola badań marketingowych w programie całościowej identyfikacji

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Nikodemska-Wołowik A. M., Uniwersytet Gdański Z. M.
Acta Universitatis Lodziensis. Folia Oeconomica
|
2004
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vol. 179 cz. 1
EN
The role of marketing research is substantial in all areas of contemporary business. Since the 80ties it has become an indispensable tool in creating corporate identity of an organization. But CI refers not only to culture, image or communication of a company, but it is widely used in sport, cultural and charity events as well. The CI programme consists of seven stages: audit, strategy, creation, organization, communication, launching and production. The first - audit - is the most important one from a researcher's and a designer's perspective. In this key-point phase the marketing research must give an answer, whether initiate the process or not and decide, which precise directions the CI consultants should follow.
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