Anali Ekonomskog fakulteta u Subotici (Jan 2018)
The importance of implementation of integrated marketing communication: Perception of current and future managers
Abstract
Integrated marketing communications are at the center of the research of a large number of marketing scientists as well as the interest of a large part of the representatives of the business practice. In this paper, the authors first perform the secondary research, following the consideration of this concept in the part of scientific papers that were published after the year of 2000. After that, the authors present the results of the primary research conducted in Serbia in 2018 with the topic of examining the perception of present and future managers on the importance of applying integrated marketing communications. The results of the secondary research show that it is a concept that is still developing and complementing. The results of the primary research show that present and future representatives of business practice value highly the importance of integrated marketing communications, the latter somewhat more.
