Application Of Integrated Marketing Communications (IMC) In The Promotion Of Luxury Products And Services

Olena Zhebrovska
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Olena Zhebrovska: Institute of International Relations of Taras Shevchenko National University of Kyiv

Ukrainian Journal Ekonomist, 2014, issue 9, 44-46

Abstract: The article analyses the expediency, practicability and peculiarities of application of integrated marketing communications in promoting luxury products and services on the market. It deals with the transformation of the essence of the IMC notion right from the stage of the emergence of prerequisite to their creation and up to the broader formulations of contemporary authors. Resumptive and general stages of the realization of the IMC program are defined, being supported by examples of famous foreign companies. The article also analyses the practicability of application of the most up-to-date channels of communication.

Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:uje:journl:y:2014:i:9:p:44-46

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