INTEGRATED MARKETING AND E-COMMERCE

Abstract. In the present article the research problem is to analyze how the e-commerce interacts with new marketing models, including integrated marketing. The aim is to find out possible ways of evaluation of interactive marketing integration in a company and effectiveness closed by it. The author concludes that it is important not to talk just about integrated marketing communication, but about integrated marketing, especially in small and medium sized enterprises. E-commerce stimulates practical value and economic effectiveness for marketing integration in a company.

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