Abstract

ESTEVEZ CAMPOS, Thaimí  and  VARONA RODRIGUEZ, Nelson F.. Integrated marketing communications. An approach to its theoretical proposals. ARCIC [online]. 2019, vol.8, n.19, pp.180-200.  Epub Oct 11, 2019. ISSN 2411-9970.

In the last years the concept of Integrated Marketing Communications have been growing strong and gaining spaces in the field of communication. With the objective to go into the topic, this paperwork sketches a synthesis of the marketing process and its development till it comes to corporate communication. Consecutively, it concentrates in the concept of Integrated Marketing Communications through the vision of some of the most acknowledged investigators of the subject and the most recent approximations. Finally, the cardinal elements of an integrated communications strategy are presented.

Keywords : Marketing; Integrated Marketing Communications; Integrated Marketing Communications strategy.

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