Организация интегрированных коммуникаций: к гибкой интеграции (часть 1)
Кристенсен Л., Фират А., Торп С.

Аннотация

Маркетинговые компании говорят о важности интеграции маркетинговых коммуникаций, согласования символов, сообщений, процедур и действий в их различных подразделениях. Зачастую это подразумевает усиление централизованного контроля коммуникаций и других организационных процессов. В статье рассматриваются возможные отрицательные последствия такого жесткого контроля, особенно те, которые касаются неспособности организации реагировать на быстрые изменения рынка.

Содержание

Введение;

Интегрированные коммуникации как способ организации;

Организационные барьеры и рекомендации;

Организация для интеграции: к контролю и жестким соединениям;

Ключевые слова: ИМК, корпоративные коммуникации, гибкие организации
Журнал: «Маркетинговые коммуникации» — №3, 2011 (© Издательский дом Гребенников)
Объем в страницах: 11.
Кол-во знаков: около 26,479.

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Кристенсен Ларс Тегер
д. ф. н

Профессор коммуникаций кафедры маркетинга и менеджмента Университета Южной Дании.

Оденсе, Дания

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Фират А. Фуат

Профессор, заведующий кафедрой менеджмента, маркетинга и международного бизнеса Панамериканского университета Техаса.

Эдинбург, США

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Торп Саймон

Старший преподаватель кафедры маркетинга и менеджмента Университета Южной Дании.

Оденсе, Дания

Ранее работал консультантом по управленческим коммуникациям и интегрированным коммуникациям.

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