Интерактивност на маркетинговите комуникации [Interactivity of Marketing Communications]...

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Beteiligte: Markova, Gergana
In: Годишник на Софийския университет „Св. Климент Охридски”, Факултет по журналистика и масова комуникация [Annual of Sofia University „St. Kliment Ohridski”, Faculty of Journalism and Mass Communication], 22, 2015, 1, S. 137-154
veröffentlicht:
Софийски университет »Св. Климент Охридски«
Sofia University »St. Kliment Ohridski«
Medientyp: Artikel, E-Artikel

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This paper examines the interactivity of marketing communications in the context of technologies, technological development and technological applications used in marketing communications, both from theoretical and practical perspectives. The paper discusses various theoretical concepts and formulation of interactivity in marketing communications, proposes anew definition of interactivity of marketing communications, attempts to classify interactivity of marketing communications from the perspective of the recipient and makes a brief reading of the proposed definition and classification by examples from marketing communications practice.