Recent Trends in Integrated Marketing Communications Research and Studies
, Vol.13
, Sixtieth Issue
PP:41
Authors:
Associate Prof. Dr. El-Sayed Abdul Rahman Ali-Associate Professor of Public Relations & Advertising,Public Relations & Advertising Department,Faculty of Mass Communication & Public Relations,Liwa University - Al Ain
Abstract:
This study aims to identify the recent trends in integrated marketing
communications research and studies. This study is considered a type of
descriptive and explanatory research; it depends on the method of Meta-
Analysis. Thus, the study analyzed a sample of published and unpublished
scientific research related to integrated marketing communications, from 2012
to 2022, and amounted to (142) studies.
It concluded that recent research trends in the field of integrated marketing
communications are as follows:
- The first research trend: Integrated electronic marketing communications.
- The second research trend: The impact of using integrated marketing
communications in the organizations.
- The third research trend: The concept of integrated marketing communications
and methods of its practice.
- The fourth research trend: Using of the elements of the marketing
communications mix, integration and coordination between them.
- The Fifth Research trend: Marketing Public Relations.
- The Sixth Research trend: Green Marketing Communications (Green
Marketing).
- The seventh research trend: Integrated Marketing Communications for Social
Marketing.
Key Words:
Integrated Marketing Communications - Public Relations - Electronic Marketing - Green Marketing - Social Marketing.
Research Language:
Arabic
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