Keyword: «ethnic reflection»

The new media has made the communication strategy a more integral component of the marketing strategy, where the two components converge. This article discusses the implications of this shift in terms of integrated marketing communication, drawing on existing academic and practical literature. It is assumed that the effective use of new media means that communication activities will guide tactics and strategy, rather than manage them. How you transmit a message is just as important as the message itself. A corporate culture can give your organization an important strategic advantage in these changing times. But what your culture consists of – goals, values, and practices-must be effectively communicated in accordance with best practices. Therefore, it is very important to focus not only on what you are communicating, but also on how you are communicating it.