Marketing i Zarządzanie

Previously: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu

ISSN: 2450-775X     eISSN: 2353-2874    OAI    DOI: 10.18276/miz.2017.47-24
CC BY-SA   Open Access 

Issue archive / nr 1 (47) 2017
Komunikacja marketingowa w realiach omnichannel – ujęcie modelowe
(Marketing Communication in Omnichannel Reality – Trends and Tendencies)

Authors: Beata Gotwald-Feja
Uniwersytet Łódzki, Wydział Zarządzania
Keywords: omnichannel marketing communication e-marketing new consumer
Data publikacji całości:2017
Page range:11 (261-271)
Klasyfikacja JEL: M31
Cited-by (Crossref) ?:

Abstract

Due to the growing importance of marketing communication in omnichannel reality, there is a high need to analyse ways of information transfer in model schemes. Main goal of the paper is presentation of conceptual model of omnichannel marketing communication (OMC). The model bases on the assumptions that: there is the appearance and reasons for using communication knots (within the strengthening of message system) between marketing tools; the system of interrelated messages builds a holistic communicate; the material coding and decoding processes are influenced by filters, strengthens and experiences. At the same time, feedback is transferred with usage of a single tool, still in two forms – related and not-related to consumer’s free will.
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