ВРЪЗКИТЕ С ОБЩЕСТВЕНОСТТА В ИНСТРУМЕНТАРИУМА НА ИНТЕГРИРАНИТЕ МАРКЕТИНГОВИ КОМУНИКАЦИИ ЗА ИЗГРАЖДАНЕ НА БРАНД
PUBLIC RELATIONS IN THE TOOLKIT OF THE INTEGRATED MARKETING COMMUNICATIONS FOR BRAND BUILDING

Author(s): Steliana Vasileva
Subject(s): Economy
Published by: Бургаски свободен университет
Keywords: Public Relations; Integrated Marketing Communications (IMC); elements of the IMC concept; branding
Summary/Abstract: In the most general sense, Public Relations are an integral part of the management of any company in any activity, at any time and at any place. An important reason for the rapid development of PR is that it is a powerful element of the Integrated Marketing Communications, because of its orientation towards public opinion, relationships and favorable attitude towards companies, and because of its effectiveness in terms of the correlation cost-result. The aim of this paper is to examine and analyze Public Relations as part of the Integrated Marketing Communications through the prism of branding

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