Abstract

ESCOBAR MORENO, Nelcy Rocío. INTEGRATED MARKETING COMMUNICATIONS: A CONCEPTUAL APPROACH TO THE EVOLUTION OF THE CONCEPT. Semest. Econ. [online]. 2014, vol.17, n.35, pp.161-192. ISSN 0120-6346.

This paper analyzes integrated marketing communications by reviewing different conceptualizations and recognized models that describe it. With the objective of analyzing the development and evolution of the integrated marketing communications concept, a brief review of the conceptual proposals that had the largest academic impacts till the moment and the proposal that recognizes it as a multidimensional concept are considered.

Keywords : Integrated marketing communications; Marketing communications model; Publicity.

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