INFLUENCE OF INTEGRATED MARKETING COMMUNICATIONS ON BUILDING BRAND AWARENESS OF MACRO, SMALL AND MEDIUMSIZED ENTERPRISES IN THE REPUBLIC OF NORTH MACEDONIA
Journal Title: Journal L`Association 1901 SEPIKE - Year 2019, Vol 1, Issue 24
Abstract
Nowadays, in the modern marketing, there is a great impact on changing marketing strategies and conceiving new, more innovative strategies that will help enterprises to attract and retain consumers' attention. This is happening as a result of media fragmentation, smaller influence from advertisement, greater competitiveness and need of bigger differentiation, digitalization, greater consumers' expectations and changes in environment. Phenomenon of Integrated Marketing Communications (hereinafter – IMC) in the last decade is valued a lot in the field of marketing communications in the XXI century. IMC points needs of coordination and synergy of different marketing communicational tools and channels that will have influence on building stronger brand. The main goal of our research is to study and examine IMC influence in building stranger brand among micro-, small and medium-sized enterprises, because they are the main engine of the economy in the Republic of North Macedonia.
Authors and Affiliations
Snezana Obednikovska, Kosta Sotiroski, Verica Najdovska
Keywords
Related Articles
- EP ID EP608138
- DOI -
- Views 128
- Downloads 0
ANALYSE DES FRAIS DE TRANSACTION DANS LE DEVELOPPEMENT ET LA VENTE D'ALIMENTS FONCTIONNELS
Les aliments fonctionnels sont des produits innovatifs axés sur la prévention des maladies à incidences sociales et la promotion de la santé. Ils favorisent le fonctionnement normal du corps humain et améliorent la quali...
DIRECTIONS OF ANALYSIS OF TRANSFORMATION RESULTS IN THE SYSTEM OF ECONOMIC SECURITY OF THE ENTERPRISE
Transformations in the system of economic security of the enterprise are not an end in themselves. They are intended (in the case of their controlled nature) to improve the state of the system, acquire by it new function...
SUSTAINABLE DEVELOPMENT OF THE BANKING SECTOR: TRENDS, FACTORS AND ENFORCEMENT MECHANISMS
The sustainable development problem of the banking sector has been investigated in the article. The development tendencies of the banking sector in Ukraine based on the main indicators of its activity results have been e...
INFLUENCE OF THE INSURANCE COMPANY MANAGEMENT STRUCTURE ON ITS VALUE
It is substantiated that the divisional management structure is the most perfect variant for conducting insurance business. The main principles of its organization are considered. The organizational systems of the insura...
Analysis of the socioeconomic factors for Facebook usage and its impact in purchasing behavior of buyers
Advertising is the non-personal communication of the information usually paid for and persuasive in nature about products, services or ideas by identified sponsors through the various media (Datta, 2008). The advertiser...