Интегрираните маркетинг комуникации- значаен фактор за унапредување на конкурентноста
Integrated marketing communications - significant factor of competitiveness improvement

Summary/Abstract: In the latest years, in the contemporary marketing activities, we have enlargement of the meaning of the integrated marketing communication concept (IMC-Integrated Marketing Communications). According to the concept, the enterprise carefully integrated and coordinated its own communication channels- propaganda in the mass media, personal selling, improving of selling, public relations, and direct marketing- to send a clear message, a consistent and provoking message for the enterprise and her products. Her essence is the one that starts with the buyer, but not with the product, and creates two-way communication with the buyer. IMC presents significant systematic and strategic decision which should be based on entirely complete research of the foreign market and a sustainable analysis of own enterprise capability. Strategic decisions for the promotion mix is very complex, because of interdependence that exists among various forms of promoting, synergy among forms of promoting, complexity of relations between promotion mix and marketing mix, influence of market factors and problems about a precise viewing of costs. The promoting mix should be coordinated with other instruments of the marketing mix.

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