CONCEPT OF THE INTEGRATIONAL MODEL OF THE MARKETING COMMUNICATING
Journal Title: Acta Economica - Year 2003, Vol 2, Issue 2
Abstract
In the modern constellation of links and relations of the environment's factors, individual instruments of the communication mix (personal trade, economic propaganda, trade promotion, publicity, public relations, etc.) can not individually significantly contribute implementation of the enterprise's aims. For these reasons, there is necessity for their linking, that is for integration of all forms of marketing communication into a unique entirety in order to create a synergy and achieve general and individual aims. In this way, a concept of the partial activities of marketing communication with the environment cedes its place to the concept of the integral marketing communication.
Authors and Affiliations
Перица Мацура, PhD
Keywords
Related Articles
- EP ID EP43558
- DOI -
- Views 250
- Downloads 0
Ethics problems of advertising
New competition is not between companies’ products but between their added values in the form of advertising, promotional activities, services, advices, etc. Advertising is one of the most frequent ways of promotional ac...
Theoretical aspects of concession as an economico-legal category
Contemporary processes of globalization and internationalization of national economies, as well as strengthening of trends of integrations on a regional scale mean that some huge infrastructural investments are necessary...
A CRITICAL APPROACH AND FURTHER ELABORATION OF KEYNES` THEORY OF INFLATION
Among numerous authorities in the field of economy who have discussed the issue of inflation, Keynes holds one of the top positions. However, apart from Keynes′ undoubtfully significant contribution to the analysis of th...
FOREIGN DIRECT INVESTMENT AND ECONOMIC GROWTH OF THE CENTRAL AND SOUTHEAST EUROPEAN COUNTRIES
Economic theory suggests that free capital flows increase the efficiency of the resource allocation and stimulate economic growth. Foreign direct investment (FDI) is seen as a remedy for all economic problems in countries...
BUYERS PORTFOLIO IN EXPORT AND INTERNATIONAL MANAGEMENT
The paper in front of you develops methodology for monitoring of company’s buyers located on the foreign markets by simultaneous monitoring of marketing and financial parameters – market share, share of buyer in total pr...