КОНЦЕПТ МОДЕЛА ИНТЕГРАЛНОГ МАРКЕТИНГ КОМУНИЦИРАЊА
CONCEPT OF THE INTEGRATIONAL MODEL OF THE MARKETING COMMUNICATING

Summary/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.

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