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  • Основания теории интегрированных коммуникаций: уточнение определения, отличительных признаков и подходов

Article

Основания теории интегрированных коммуникаций: уточнение определения, отличительных признаков и подходов

The article aims to single out distinctive features of the theory of integrated communications (IC) and integrated marketing communications (IMC). The author correlates basic theoretical ideas dealing with IC and IMC, differentiates between approaches to conceptualizing these notions according to the discipline attribute, and specifies definition of the integrated communications. Results of the research allow clarifying specifics of allegedly interchangeable notions.
Keywords: integrated marketing communications, integrated communications, theory.