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 Janković M., 2012, No. 63, ID: 7.2012.63.10[About]



En/De/Fr/It- (first 9 out of 301 sentences) [pdf] Srpski - (prvih 9 od 301 rečenica) [pdf]
n1Marija Jankovic, MsC n1Marija Janković
n2University Mediterranean, Faculty of business “Montenegro Business School“, Montenegro n2Univerzitet Mediteran, Fakultet za poslovne studije, Podgorica
n3Integrated Marketing Communications and Brand Identity Development n3Integrisane marketing komunikacije i razvoj identiteta brenda
n4Modern marketing paradigm is based on the increasing importance of the relational, environmental and socially responsible marketing concept. n4Savremeni marketing pristup baziran je na sve većem značaj u integrisane marketing komunikacij e i društve-no-odgovornog makreting koncepta.
n5Modern marketing mix does not take into account only the satisfaction of consumer needs, but the realization of long-term communication with him. n5Savremeni marketing miks ne uzima u obzir samo zadovo ljenje potreba potrošača, već i ostvarenje dugotrajne, integrisane komunikacij e sa njim.
n6The concept of developing brand identity refers to the importance of different marketing tools for the purpose of creating, developing the brand and establishing stronger emotional connection with the consumer. n6Koncept razvij anja identiteta brenda upućuj e na sve dominatnij i uticaj raz l ičitih marketinških komunikacionih strategij a u ci Iju stvaranja, razvijanja brenda i uspostavljanja čvršće emocionalne veze sa potrošačem.
n7The added value that makes the brand, is related to in addition to functional, its symbolic and emotional sides, in addition to the functional one. n7Dodatna vrij ednost koj u brend donosi, vezuj e se, pored funkcionalne, za njegovu simbo i ičnu i emotivnu stranu.
n8The concept of integrated marketing communications enables companies to use various techniques and communication tools to communicate the message the brand has to the target public as credible, consistent and clear. n8Koncept integrisane marketing komunikacij e omogućava kompanijama da raz I ičitim komunikacionim strategijama, saopšte ciljnoj javosti kon-zistentnu poruku koj u brend nosi, kao uvjerljivu, doslednu i jasnu.
n9Keywords: integrated marketing communications, modern concept of marketing, brand identity, media communications. n9Ključne rij eči: Integrisane marketing komunikacij e, savremeni koncept marketinga, ident itet brenda, medij -ske komunikacij e.