INTEGRATED MARKETING COMMUNICATION AND ITS ROLE IN INCREASING THE EFFICIENCY OF THE APPROACHES IN COMMUNICATION
INTEGRATED MARKETING COMMUNICATION AND ITS ROLE IN INCREASING THE EFFICIENCY OF THE APPROACHES IN COMMUNICATION

Summary/Abstract: For the organization at the beginning of the millennium, communication is an essential part of business marketing. In a relatively short - just a few decades - the specific marketing communication has seen a dramatic evolution. Against the backdrop of social and economic changes in circumstances that were significant changes in the way of thinking, feeling and acting of individuals, organizations intensify their efforts in marketing communication plan, also contributed with other specialists, to improve methods and specific techniques. The purpose of this paper is to highlight the role of integrated marketing communication in terms of communication efficiency approaches taken by the company

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