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Pregled bibliografske jedinice broj: 840009

Quantifiying message consistency in integrated marketing communication – cheap talk model application


Kostelić, Katarina; Ahmad, Najid
Quantifiying message consistency in integrated marketing communication – cheap talk model application // EU Future Perspectives: Innovation, Entrepreneurship & Economic Policy / Rabar, Danijela ; Černe, Ksenija ; Zenzerović, Robert (ur.).
Pula: Sveučilište Jurja Dobrile u Puli, 2016. str. 367-380


Naslov
Quantifiying message consistency in integrated marketing communication – cheap talk model application

Autori
Kostelić, Katarina ; Ahmad, Najid

Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni

Knjiga
EU Future Perspectives: Innovation, Entrepreneurship & Economic Policy

Urednik/ci
Rabar, Danijela ; Černe, Ksenija ; Zenzerović, Robert

Izdavač
Sveučilište Jurja Dobrile u Puli

Grad
Pula

Godina
2016

Raspon stranica
367-380

ISBN
978-953-7320-24-9

Ključne riječi
integrated marketing communication ; game theory ; message consistency

Sažetak
This paper presents an abstract piece of communication, which can address certain characteristic of the decision-making in the marketing communication process, emphasis on the message consistency. The goal is to quantify the message consistency term and to determine the allowed deviation of the messages within the integrated marketing communication framework using game theory. The implementation of the groups of integrated marketing communication into an existing game theory model, Cheap talk, provides preliminary results in the form of the quantified theoretical model of integrated marketing communication. The results will point out that communication has a low tolerance for the mistakes.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija



POVEZANOST RADA


Ustanove
Fakultet ekonomije i turizma "Dr. Mijo Mirković", Pula

Profili:

Avatar Url Katarina Kostelić (autor)

Citiraj ovu publikaciju

Kostelić, Katarina; Ahmad, Najid
Quantifiying message consistency in integrated marketing communication – cheap talk model application // EU Future Perspectives: Innovation, Entrepreneurship & Economic Policy / Rabar, Danijela ; Černe, Ksenija ; Zenzerović, Robert (ur.).
Pula: Sveučilište Jurja Dobrile u Puli, 2016. str. 367-380
Kostelić, K. & Ahmad, N. (2016) Quantifiying message consistency in integrated marketing communication – cheap talk model application. U: Rabar, D., Černe, K. & Zenzerović, R. (ur.) EU Future Perspectives: Innovation, Entrepreneurship & Economic Policy. Pula, Sveučilište Jurja Dobrile u Puli, str. 367-380.
@inbook{inbook, year = {2016}, pages = {367-380}, keywords = {integrated marketing communication, game theory, message consistency}, isbn = {978-953-7320-24-9}, title = {Quantifiying message consistency in integrated marketing communication – cheap talk model application}, keyword = {integrated marketing communication, game theory, message consistency}, publisher = {Sveu\v{c}ili\v{s}te Jurja Dobrile u Puli}, publisherplace = {Pula} }