dc.contributor.advisor | Đukić, Suzana | |
dc.contributor.other | Ognjanov, Galjina | |
dc.contributor.other | Milovanović, Goran | |
dc.creator | Popović, Slavica J. | |
dc.date.accessioned | 2021-09-29T11:00:39Z | |
dc.date.available | 2021-09-29T11:00:39Z | |
dc.date.issued | 2021-05-11 | |
dc.identifier.uri | http://eteze.ni.ac.rs/application/showtheses?thesesId=8248 | |
dc.identifier.uri | https://fedorani.ni.ac.rs/fedora/get/o:1740/bdef:Content/download | |
dc.identifier.uri | http://vbs.rs/scripts/cobiss?command=DISPLAY&base=70052&RID=40797449 | |
dc.identifier.uri | https://nardus.mpn.gov.rs/handle/123456789/18544 | |
dc.description.abstract | Intense competition, dynamic business conditions,
development, and increasing application of modern information and
communication technologies have caused changes in the way of
performing business activities of service organizations and in
achieving communication with consumers. In such conditions, it is
necessary for organizations to analyze the impact of marketing
messages on consumer attitudes and preferences and to adjust the
marketing communication strategy accordingly.
Integrated Marketing Communications (IMC) play a
significant role in the efforts of organizations to communicate
effectively with target consumer segments. The concept of IMC
represents a paradigm shift from mass marketing to consumer
orientation. The goal is to achieve a coordinated approach in
combining the instruments of the promotional mix and developing a
marketing communication strategy. Effectively achieving a defined
goal means that all forms of marketing communication deliver a
consistent message.
Integrated marketing communications create consumer
awareness of the brand, encourage positive reactions to the brand,
contribute to the establishment, development, and maintenance of
long-term relationships of the organization with consumers. Their role
is to create a positive image and a good brand position by integrating
all marketing instruments.
As an important strategic tool, a valuable brand enables
organizations to achieve a better position in the market, greater
profitability, and competitiveness. In modern conditions where
organizations and consumers face numerous opportunities and when it
is more difficult for them to make a choice, the valuable brand
simplifies making a purchase decision.
The brand communicates with consumers through its value. It
gives them a relevant and distinctive promise, facilitates the choice
and decision to purchase, minimizes perceived risk. As a guarantee of
quality, the brand is an instrument for attracting and retaining
consumers. | en |
dc.format | application/pdf | |
dc.language | sr | |
dc.publisher | Универзитет у Нишу, Економски факултет | sr |
dc.rights | openAccess | en |
dc.rights.uri | https://creativecommons.org/licenses/by-nc-nd/4.0/ | |
dc.source | Универзитет у Нишу | sr |
dc.subject | integrisane marketing komunikacije | sr |
dc.subject | integrated marketing communications | en |
dc.subject | services | en |
dc.subject | brand | en |
dc.subject | positioning | en |
dc.subject | business success | en |
dc.subject | usluge | sr |
dc.subject | marka | sr |
dc.subject | pozicioniranje | sr |
dc.subject | poslovni uspeh | sr |
dc.title | Uloga i značaj integrisanih marketing komunikacija za kreiranje marke uslužnih organizacija | sr |
dc.type | doctoralThesis | |
dc.rights.license | BY-NC-ND | |
dcterms.abstract | Ђукић, Сузана; Миловановић, Горан; Огњанов, Гаљина; Поповић, Славица Ј.; Улога и значај интегрисаних маркетинг комуникација за креирање марке услужних организација; Улога и значај интегрисаних маркетинг комуникација за креирање марке услужних организација; | |
dc.identifier.fulltext | https://nardus.mpn.gov.rs/bitstream/id/76352/Popovic_Slavica_J.pdf | |
dc.identifier.fulltext | https://nardus.mpn.gov.rs/bitstream/id/76353/Doctoral_thesis_11460.pdf | |
dc.identifier.rcub | https://hdl.handle.net/21.15107/rcub_nardus_18544 | |