Matrice cu un "for" (folosind pointer si functii)

#include <stdio.h>
#include <conio.h>
#include <stdlib.h>

void citireM(int linii, int coloane, int *pointer) {
    int i;

    for (i = 0; i < linii*coloane; i++) {
        printf("V[%d][%d]= ", i / coloane, i % coloane);
        scanf_s("%d", pointer);
        pointer++;
    }
}

void afisareM(int linii, int coloane, int *pointer) {
    int i;
    for (i = 0; i < linii*coloane; i++) {
        if ((i%coloane) == 0) {
            printf("\n");
        }
        printf("%d ", *pointer);
        pointer++;
    }

}

int *alocare(int linii, int coloane) {
    int *p;
    if ((p = (int*)malloc(sizeof(int)*linii*coloane)) == NULL) {
        printf("Nu aveti memorie suficienta!");
        _getch();
        exit(0);
    }
    return p;
}

void main(){
    int linii, coloane, *p;
    int i, *init;

    printf("Introduceti numarul de linii: \n");
    scanf_s("%d", &linii);

    printf("Introduceti numarul de coloane: \n");
    scanf_s("%d", &coloane);

    p = alocare(linii, coloane);

    init = p;

    citireM(linii, coloane, p);

    p = init;

    afisareM(linii, coloane, p);

    _getch();
}