Tržno komuniciranje v konkurenčnem okolju - nujnost integriranega pristopa

Mumel, Damijan (author)

Vsebina in namen prispevka zajemata tri področja: (1) prikaz sprememb v sestavi marketinškega komunikacijskega spleta, kar je posledica razvoja novih komunikacijskih orodij, (2) prikaz integriranega marketinškega komuniciranja, ki se je razvilo kot posledica neusklajenosti komuniciranja v organizacijah v konkurenčnem okolju in ( 3) primernost uporabe koncepta integriranega marketinškega komuniciranja v Sloveniji.

• Language: Slovenian
• Keywords: trženje, marketing, konkurenca, komuniciranje
• Work type: Not categorized
• Typology: 1.01 - Original Scientific Article
• Organization: FDV - Faculty of Social Sciences
• Publisher: Fakulteta za sociologijo, politične vede in novinarstvo v Ljubljani
• Year: 1998
• Number of pages: Str. 660-670
• Numbering: 35, št. 4
• PID: 20.500.12556/RUL-64881
• UDC: 658.8
• ISSN on article: 0040-3598
• COBISS.SI-ID: 18582877
• Publication date in RUL: 10.07.2015

Record is a part of a journal

• Title: Teorija in praksa : revija za družbena vprašanja
• Shortened title: Teor. praksa
• Publisher: Fakulteta za družbene vede
• ISSN: 0040-3598
• COBISS.SI-ID: 763652

Secondary language

• Language: Unknown
• Title: Marketing communication in competitive environment: necessity of integrated approach

Abstract

The contents and objectives of the paper cover three areas: (1) survey of changes in marketing communications mix resulting from development of new communication tools (2) survey of integrated marketing communication which developed as a result of nonharmonized communication within organizations in competitive environment, and (3) suitability of implementation of the concept of integrated marketing communication in Slovenia.