New media : embedding communications strategy in broader marketing strategy

Higgs, Bronwyn and Polonsky, Michael Jay (2007) New media : embedding communications strategy in broader marketing strategy. In: Australia New Zealand Marketing Academy, 3-5 Dec 2007, Dunedin, New Zealand.


New media has resulted in communication strategy evolving to a more integral component of marketing strategy, where the two are converging. This paper discusses the implications of this shift in terms of integrated marketing communication, drawing on the existing academic and practitioner literature. It is suggested that the effective use of new media means communication activities will direct tactics and strategy, rather than being driven by them.

Item type Conference or Workshop Item (Paper)
Subjects Historical > RFCD Classification > 350000 Commerce, Management, Tourism and Services
Historical > Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
Keywords new media, channel planning, evolution of IMC, integrated marketing communication
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