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Upravljanje blagovnih znamk: oglaševanje, odnosi z javnostmi ali celovito komuniciranje?
Razpet, Aleš (Author)

URLURL - Presentation file, Visit http://www.dlib.si/details/URN:NBN:SI:doc-8WZLP3FP This link opens in a new window

Abstract
V zaostrenih tržnih razmerah postaja najbolj omejena dobrina prav "prostor" v glavah potrošnika. S kopičenjem blagovnih znamk, nastajanjem novih medijev in hiperprodukcijo sporočil je konkurenca za ta - skrajno omejen - prostor vse hujša. V takšnih okoliščinah klasični komunikacijski programi, omjeni na oglaševanje in odnose z javnostmi, ne zadoščajo za doseganje poslovnih ciljev organizacij in z vedno višjimi vložki dajejo vedno bolj dvomljive rezultate. Organizacije morajo zaradi tega znati izkoriščati možnosti novih medijev, razviti svoj institucionalni spomin ter od necelovite in množične komunikacije preiti na celovito, vendar individualizirano komunikacijo.

Language:Slovenian
Keywords:blagovne znamke, upravljanje, oglaševanje, odnosi z javnostmi, komuniciranje
Work type:Not categorized (r6)
Tipology:1.01 - Original Scientific Article
Organization:FDV - Faculty of Social Sciences
Year:1999
Publisher:Fakulteta za sociologijo, politične vede in novinarstvo v Ljubljani
Number of pages:str. 592-600
Numbering:Let. 36, št. 4
UDC:659
ISSN on article:0040-3598
COBISS.SI-ID:19329629 Link is opened in a new window
Views:676
Downloads:75
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Record is a part of a journal

Title:Teorija in praksa
Shortened title:Teor. praksa
Publisher:Visoka šola za politične vede
ISSN:0040-3598
COBISS.SI-ID:763652 This link opens in a new window

Secondary language

Language:Unknown
Abstract:
Space in the consumers mind (which is a very limited one) is the most valuable goods in todays saturated markets conditions. The battle for this space is even more intense due to large number of brands, emergence of new media and hyper-production of communication messages. Within these circumstances, classical communication programs which are limited to advertising and/or public relations don't satisfy organization's endeavor to achieve business goals. Also, limited communication programs are becoming moreand more expensive on one hand and don't produce the desired results on the other. That is why organizations must begin to use new media, develop their institutional memory and begin to communicate totally, yet individually.

Keywords:brand marks, management, advertising, public relations, communication

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