THE EVOLUTION OF INTEGRATED COMMUNICATIONS: AN OVERVIEW OF WESTERN ACADEMIC RESEARCH
N.S. Bachurina
National Research University Higher School of Economics, Moscow
Keywords: integrated communications, integrated marketing communication, integrated approach to communication
Abstract
This paper aims to trace the evolution of integrated communication over a period of time, propose and explain relevant stages, identify relationship between integrated communications and integrated marketing communication. The article explores the development of integrated communications based on books and academic articles in peer-reviewed academic journals published in English language between 1992 and 2013. The paper represents the model of evolution of integrated communications, consisting of three stages: proto-integration in communications, integrated marketing communication, integrated communications. The results clarify characteristics of integrated communications as more holistic concept and advanced stage of evolution of integrated approach to communication.
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