SYSTEMATIC ANALYSIS OF INTEGRATED MARKETING COMMUNICATION RESEARCH

This study aims to analyze international scientific articles for integrated marketing communication research systematically, both from the perspective of themes, locations and subjects, as well methods used. reviewed 149 presented four main findings. First. The first theme in communications is with customer relationship management, second deals concept known value added plans developed role communication. Second, questionnaire a data collection that predominantly Third, on communications, developing countries, has almost same number studies. Fourth, based bibliometric technique using Vosviewer, it divided into clusters recommends further agendas elaborate theoretical methodological aspects by testing themes. By exploring these will contribute development future.