Brand Role in Organization of the Integrated Marketing Communications
Journal Title: Бізнес Інформ - Year 2012, Vol 6, Issue 0
Abstract
Article is devoted to definition of a role of a brand in the organization of the integrated marketing communications. Classification groups of marketing communications which influence a choice of the consumer for a certain trademark are allocated. The most effective types of marketing communications depending on a stage of life cycle of a brand are analyzed.
Authors and Affiliations
Elena Bykhova
Keywords
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