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: | https://eprints.uklo.edu.mk/id/eprint/2361 |
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