Brand Role in Organization of the Integrated Marketing Communications

Bykhova Elena N.
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Bykhova Elena N.: Kharkiv National University of Economics

Business Inform, 2012, issue 6, 191_193

Abstract: Article is devoted to definition of a role of a brand in the organization of the integrated marketing communications. Classification groups of marketing communications which influence a choice of the consumer for a certain trademark are allocated. The most effective types of marketing communications depending on a stage of life cycle of a brand are analyzed.

Keywords: brand; marketing communications; trademark; life cycle (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:idp:bizinf:y:2012:i:6:p:191_193

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