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Analiza comparativa intre sinergia in comunicarea integrata de marketing si sinergia la nivelul fuziunii si achizitiilor


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  • Ana Roxana Matei

    (School of Marketing, Academy of Economic Studies)

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    Acest articol ilustreaza o analiza comparativa intre sinergia in comunicarea integrata de marketing (CIM) si sinergia la nivelul fuziunilor. Pana in prezent s-a discutat despre acesti termeni ca fiind diferiti dar aceasta abordare isi propune sa demonstreze ca exista o legatura si chiar o suprapunere intre acestia. Sinergia la nivelul fuziunilor si achizitiilor a fost un concept care a precedat sinergia in CIM dar nu a beneficiat de atentia acordata celei din urma. Articolul isi propune sa identifice asemanarile si deosebirile dintre cele doua dar si sa demonstreze ca exista o reciprocitate intre acestea.

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    Bibliographic Info

    Article provided by Academy of Economic Studies, School of Marketing in its journal Revista de Marketing Online (Journal of Online Marketing).

    Volume (Year): 4 (2010)
    Issue (Month): 4 (December)
    Pages: 40-50

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    Handle: RePEc:ase:journl:v:4:y:2010:i:4:p:40-50

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    Related research

    Keywords: sinergie; marketing; comunicarea integrata de marketing; achizitie; fuziune; synergy; integrated marketing communications; acquisitions; mergers;

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