Naslov
Upravljanje promjenama kod oblikovanja strategije integrirane marketinške komunikacije: a case of company “Media-soft”
(Change management in integrated marketing communications strategy: a case of “Media-soft” company)

Autori
Ivanković, Jadranka ; Šafarić, Dario ; Majić, Martina

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), stručni

Izvornik
Book of papers M sphere / - Zadar : Accent Press, 2014, 264-269

ISBN
978-953-7930-06-6

Skup
3rd M-Sphere Conference 2014.

Mjesto i datum
Zadar, Hrvatska, 02.10.2014. - 04.10.2014

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Recenziran

Ključne riječi
marketing strategy, communication channels, marketing channels, innovation, change management

Sažetak
Innovations are the foundation of progress, especially innovations in fields with fast and dynamic cycles. The purpose of this paper is to give an overview of key elements in implementation of new marketing and communication channels strategy. The paper demonstrate that new and innovative marketing tools contribute to the overall success of small and medium-sized companies ; these often have limited budgets and therefore have to be smarter in selecting the ways to use them. The basis for this analysis is an overview of available literature. Diversity and relevance of the source matter for the overall quality of the work and its practical application. First, the present status of the tools and channels is analysed, then predictions are made about changes in a company after the introduction of the proposed changes in marketing and communication tools.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Interdisciplinarne humanističke znanosti

POVEZANOST RADA