CONCEPT OF THE INTEGRATIONAL MODEL OF THE MARKETING COMMUNICATING
Keywords:
marketing environment, communicating, integration, conceptAbstract
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.
References
Brann C. : Direct marketing, Collector’s books, England, 1984. g.
Vračar D.: Strategije tržišnog komuniciranja, Privredne vesti "Europublic", Beograd, 1997. g.
Farli R. : Direktni marketing, Clio, Beograd, 1996. g.
Kotler Ph.: Marketing management, Internatinal edition (the mllennium edition), New Jersey, 2000. g.
Keegan W., Moriaty S., Duncan T.: Marketing, Prentice hall, Inc, Englewood Cliffs, New Jersey, 1992. g.
Nash E.L.: Database Marketing - The Ultimate Marketing Tool, McGraw - Hill, Inc, New York, 1993. g.
Schultz, D., Tannenbaum, S., Lauterborn, R., Integrated Marketing Communications, NTC Business Books, Illinois, 1994.
Downloads
Published
Issue
Section
License
Copyright (c) 2003 University of Banja Luka, Faculty of Economics
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
