Marketing Communications as Important Segment of the Marketing Concept

Mirković Milena and Kulina Dejana
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Mirković Milena: University of East Sarajevo, Faculty of Education Bijeljina, Bosnia and Herzegovina
Kulina Dejana: University of East Sarajevo, Faculty of Education Bijeljina, Bosnia and Herzegovina

Economics, 2016, vol. 4, issue 1, 165-180

Abstract: New frameworks operating at the international level have led to the need for a broader and more complex involvement of companies in international economic flows. In such circumstances, focus on the international and global markets becomes inevitable. Each segment companies must adapt and evolve in accordance with such conditions. Marketing as an important activity of the company in selling products or services is also changing and expanding its activities in line with international market. This leads to the creation of an international marketing concept and system as a specific approach to the processing of international economic relations. An important segment of implementation of the marketing concept is the marketing communication, which in terms of the limited number of international barriers. It is certainly possible to overcome with a well-defined marketing strategy. Clearly defined marketing strategy and well-prepared marketing mix remove barriers, to meet the set goals and lead to positive results for the company.

Keywords: international marketing; marketing concept; marketing communication; barriers; promotion (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:econom:v:4:y:2016:i:1:p:165-180:n:11

DOI: 10.1515/eoik-2015-0031

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