INFLUENCE OF INTEGRATED MARKETING COMMUNICATIONS ON BUILDING BRAND AWARENESS OF MACRO, SMALL AND MEDIUM SIZED ENTERPRISES IN THE REPUBLIC OF NORTH MACEDONIA

Obednikovska, Snezana and Sotiroski, Kosta and Najdovska, Verica (2019) INFLUENCE OF INTEGRATED MARKETING COMMUNICATIONS ON BUILDING BRAND AWARENESS OF MACRO, SMALL AND MEDIUM SIZED ENTERPRISES IN THE REPUBLIC OF NORTH MACEDONIA. Journal Association 1901 "SEPIKE" (24). pp. 52-57. ISSN p-ISSN: 2196-9531: Journal Association 1901 SEPIKE e-ISSN: 2372-7438: Journal Association 1901 SEPIKE, US Edition

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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.

Item Type: Article
Subjects: Scientific Fields (Frascati) > Social Sciences > Economics and Business
Divisions: Faculty of Economics
Depositing User: Mr Dimitar Risteski
Date Deposited: 21 Jan 2020 12:08
Last Modified: 21 Jan 2020 12:08
URI: http://eprints.uklo.edu.mk/id/eprint/2361

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