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THE IMPACT OF INTEGRATED MARKETING COMMUNICATION ON CUSTOMER BEHAVIOR

Daliborka Blazheska, Natasha Ristovska and Angela Milenkovska Klimoska
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Daliborka Blazheska: University of Tourism and Management in Skopje, North Macedonia
Natasha Ristovska: University of Tourism and Management in Skopje, North Macedonia
Angela Milenkovska Klimoska: University of Tourism and Management in Skopje, North Macedonia

UTMS Journal of Economics, 2021, vol. 12, issue 1, 40-50

Abstract: The application of integrated marketing communications has become an imperative nowadays. Companies try to impose themselves on the market and win over customers and also keep them. Integrated marketing communications are a key element in the company's modern efforts to build long-term customer relationships

Keywords: Integrated marketing communications; customers behavior; companies; competitive advantage (search for similar items in EconPapers)
JEL-codes: M13 M30 (search for similar items in EconPapers)
Date: 2021
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