Research on the Influence Integrated Marketing Communications at Enterprises Business in the Republic of Serbia

Maja C. Cogoljevic (), Ljiljana Dimitrijevic () and Vladan Cogoljevic ()
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Maja C. Cogoljevic: Faculty of Business Economics and Entrepreneurship
Ljiljana Dimitrijevic: Faculty of Business Economics and Entrepreneurship
Vladan Cogoljevic: Faculty of Business Economics and Entrepreneurship

EuroEconomica, 2017, issue 2(36), 21-33

Abstract: The aim at this paper is to point out to basic advantages of the strategic approach and functioning of the Integrated marketing communications (IMC) concept in companies on the territory of the Republic of Serbia. In research works, the concept of IMC is used to provide synergy effects while achieving a strong and unique product and company image that would drive consumers into action. The IMC concept was assessed on a sample databases using the survey method. Estimated results based on 42 samples indicate that the strategic approach to IMK concept lead to positive impact on companies' businesses, but on the other hand, a large number of companies in Serbia continue to rely more on traditional forms of marketing communication. Actually the identified low level of implementation of IMC concept opens space for further scientific research and empirical implementation of IMC in companies in Republic of Serbia as well as abandonment of traditional forms of communication. In addition, recommendations have been given for implementation and further improvement of IMC concept in order to overcome the current, traditional ways of communication.

Keywords: communicative strategies; consistent messaging; interactive communications; consumer (search for similar items in EconPapers)
Date: 2017
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