Students of the seminar „Integrated Marketing Communication“ researched eight marketing approaches:

  • Promotion (Market Communication)
  • Crossmedia Marketing
  • Corporate Communication and Stakeholder Dialogue
  • Customer Relationship Marketing
  • Social Media
  • Crowdsourcing
  • Social Local Mobile Communication
  • Mobile Marketing

Based on these results, the students developed a matrix which makes the invisible hand visible.

The e-Book shows the results of this research. It is a first new step with a new approach in method and must be further researched to find a valid method, how professional communication is used in future within marketing.


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