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Interaktivna marketinška komunikacija

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Internet<br />

• Platforma koja pojednostavljuje interaktivnost<br />

• Dvije teorije strukture Interneta:<br />

– Fokus na sadržaj<br />

• Community of brands<br />

– Fokus na korisnike<br />

• Brand communities<br />

– Kombinirani pristup<br />

– Fokus na autora stranica (corporate brand)??

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