Title
Uloga i značaj integrisanih marketing komunikacija za kreiranje marke uslužnih organizacija: doktorske disertacije
Creator
Popović, Slavica J. 1972-
Copyright date
2020
Object Links
Select license
Autorstvo-Nekomercijalno-Bez prerade 3.0 Srbija (CC BY-NC-ND 3.0)
License description
Dozvoljavate samo preuzimanje i distribuciju dela, ako/dok se pravilno naznačava ime autora, bez ikakvih promena dela i bez prava komercijalnog korišćenja dela. Ova licenca je najstroža CC licenca. Osnovni opis Licence: http://creativecommons.org/licenses/by-nc-nd/3.0/rs/deed.sr_LATN. Sadržaj ugovora u celini: http://creativecommons.org/licenses/by-nc-nd/3.0/rs/legalcode.sr-Latn
Language
Serbian
Cobiss-ID
Theses Type
Doktorska disertacija
description
Datum odbrane: 11.05.2021.
Other responsibilities
mentor
Đukić, Suzana 1969-
član komisije
Ognjanov, Galjina 1974-
član komisije
Milovanović, Goran
Academic Expertise
Društveno-humanističke nauke
University
Univerzitet u Nišu
Faculty
Ekonomski fakultet
Group
Katedra za ekonomiku i organizaciju preduzeća
Alternative title
ǂThe ǂrole and importance of integrated marketing communications for creating a brand of service organizations
Publisher
[S. Ј. Popović]
Format
[24], 275 listova
description
Biografija autora: list 401;
Bibliografija i internet izvori: listovi 213-230.
description
Strategic Marketing
Abstract (en)
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.
Authors Key words
integrisane marketing komunikacije, usluge, marka,
pozicioniranje, poslovni uspeh
Authors Key words
integrated marketing communications, services, brand, positioning,
business success
Classification
658.8:659.2(043.3)
Subject
S 191
Type
Tekst
Abstract (en)
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.
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