Title :
Integrated Marketing Communications in the Era of New Media-Blue Ocean for SMEs
Author :
Li, Xiaohui ; Niu, Jishun ; Chen, Youfang ; Gao, Xue
Author_Institution :
Sch. of Bus., Beijing Inst. of Fashion Technol., Beijing, China
Abstract :
New media are changing the entire environment of IMC. With its unique advantages, NM extends the concepts, theories and methods of IMC to a brand new stage. In the background of fast development of new media, SMEs and large enterprises are once again standing on the same starting line.
Keywords :
marketing; small-to-medium enterprises; SME; integrated marketing communications; large enterprises; new media-blue ocean; Buildings; Electronic mail; Internet; Media; Mobile communication; Mobile handsets; TV; IMC(Integrated Marketing Communications); NM(New Media); SMEs;
Conference_Titel :
E-Business and E-Government (ICEE), 2010 International Conference on
Conference_Location :
Guangzhou
Print_ISBN :
978-0-7695-3997-3
DOI :
10.1109/ICEE.2010.619
