Pregled bibliografske jedinice broj: 840009
Quantifiying message consistency in integrated marketing communication – cheap talk model application
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
CROSBI ID: 840009 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
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
