Marketinške komunikacije u uslovima krize
Marketing Communications in conditions of crisis
Apstrakt
Cilj rada je da se ukaže na prednost razvoja regionalne strategije marketinškog komuniciranja u uslovima nove ekonomske krize. Primena koncepta regionalno integrisanih marketinških komunikacija pruža mogućnost ostvarivanja ušteda uz istovremeno zadržavanje istovetnog medijskog prisustva. U radu se analizira mogućnost primene koncepta regionalno integrisanih marketinških komunikacija na jednom regionalnom tržištu na prostoru Zapadnog Balkana. Rezultati istraživanja ukazuju na to da je primena strategije regionalno integrisanih marketinških komunikacija moguća na ovom tržištu. Stoga, kompanijama koje posluju u zemljama Zapadnog Balkana obuhvaćenim istraživanjem sugeriše se da u uslovima ekonomske krize budžetima za marketinške komunikacije upravljaju tako što će uštede ostvarivati kroz centralizaciju, razmenu informacija, organizaciono učenja i sinergetske efekte, a ne po osnovu snižavanja troškova zakupa medijskog prostora.
Abstract
The paper aims to reveal potential economic benefi ts deriving from implementation of regionally integrated marketing communications strategy in the period of the global fi nancial crisis. Possibilities for implementation of regionally integrated marketing communications strategy in the Western Balkans are analyzed based on the assessment of macro-marketing environmental factors and consumers attitudes. Study results have shown satisfactory conditions for the implementation of regionally integrated marketing communications in four countries of the region. Consequently, in the period of the most recent economic crisis companies operating on this market which decide to implement regionally integrated marketing communications strategy may make signifi cant cost-savings through centralization of their marketing communications activities, organizational learning and synergy rather then from cutting their media budgets.
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