Utilize este identificador para referenciar este registo:
https://hdl.handle.net/1822/86739
Título: | Developing an integrated communication plan in the digital age |
Autor(es): | Teixeira, André Dominique-Ferreira, Sergio Martins, Nuno Sylla, Cristina Maria |
Editor(es): | Martins, N. Brandão, D. Paiva, F. |
Palavras-chave: | Digital marketing Integrated marketing communication Digital communication Business-to-business Business-to-consumer Child-oriented marketing communication |
Data: | 2023 |
Editora: | Springer |
Revista: | Springer Series in Design and Innovation |
Citação: | Teixeira, A., Dominique-Ferreira, S., Martins, N., Sylla, C. (2023). Developing an Integrated Communication Plan in the Digital Age. In: Martins, N., Brandão, D., Paiva, F. (eds) Perspectives on Design and Digital Communication III. Springer Series in Design and Innovation , vol 24. Springer, Cham. https://doi.org/10.1007/978-3-031-06809-6_20 |
Resumo(s): | Marketers are constantly exploring the best communication channels to deliver the best possible message to their targets. Therefore, technological advances are continuously shaping communications, especially in digital environments. Bidirectional and interactive dimensions characterize digital media communications. This study explores relevant literature on integrated marketing communications and communication in digital environments, including child-oriented marketing communications. As a result, theoretical framework on digital communication is provided for academics and practitioners. |
Tipo: | Capítulo de livro |
URI: | https://hdl.handle.net/1822/86739 |
ISBN: | 978-3-031-06808-9 |
e-ISBN: | 978-3-031-06809-6 |
DOI: | 10.1007/978-3-031-06809-6_20 |
ISSN: | 2661-8184 |
Versão da editora: | https://link.springer.com/chapter/10.1007/978-3-031-06809-6_20 |
Acesso: | Acesso aberto |
Aparece nas coleções: | CIEC - Livros e Capítulos de Livros |
Ficheiros deste registo:
Ficheiro | Descrição | Tamanho | Formato | |
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Digicom_2022_DevelopingAnIntegratedCommunicationPlan_SpringerSeries_v24_2022_pp313-325.pdf | 216,87 kB | Adobe PDF | Ver/Abrir |
Este trabalho está licenciado sob uma Licença Creative Commons