Организация интегрированных коммуникаций: к гибкой интеграции (часть 2) 
Кристенсен Л., Фират А., Торп С.

Организационные задачи интеграции;
Маркетинг и достижение гибкости;
Дифференцирование, разнообразие и свободные соединения;
Масштаб проблемы;
Путь к гибкой интеграции;
Баланс интеграции и гибкости;
Заключение;
Полученные результаты;

Ключевые слова: интегрированная маркетинговая коммуникация, корпоративные коммуникации, гибкие организации

Аннотация

Маркетинговые исследования показывают важность интеграции маркетинговых коммуникаций, согласования символов, сообщений, процедур и действий различных подразделений организации. Зачастую это подразумевает усиление централизованного контроля коммуникаций и других организационных процессов. В статье рассматриваются возможные отрицательные последствия такого жесткого контроля, особенно те из них, которые касаются способности организации реагировать на быстрые изменения рынка.

Журнал: «Маркетинговые коммуникации» — №4, 2011 (© Издательский дом Гребенников)
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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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