Wyzwania stosowania działań marketingowych poprzez media społecznościowe z perspektywy zintegrowanej komunikacji marketingowej

The Challenges of Incorporating Social Media Marketing Within Integrated Communication paper aims to systematise the modifications within concept integrated marketing com­munication, resulting from usage social media in companies’ communication practic­es. Based on literature review, current challenges integrating into market­ing were identified. They structured three groups tactical, strategic and ethical challenges. These are related both, practical issues communi­cation through evolving theoretical discussion conceptual frame­work communication.