Modele komunikacji marketingowej

Abstract

This article analyses marketing communication in terms of model. Models are important explanatory and investigatory tools. Using them, the key components of the subject under investigation may be identified, and its nature in interaction and interrelation with the whole may be observed. With reference to D. Hoffman and T. Novak, the article distinguishes three basic models of marketing communication: the interpersonal communication model, the mass communication model, and communication within a virtual environment. The article considers each of these in detail.(original abstract)

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Stored only when both papers are in the corpus — 6 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.