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BUSINESS INFORM №6-2012

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52

Section: Management and Marketing
UDC 658.511.2
Bykhova O. M.
Brand Role in Organization of the Integrated Marketing Communications (p. 191 - 193)

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.
Keywords: brand, marketing communications, trademark, life cycle
Fig.: 2. Bibl.: 5.

Bykhova Olena M. – Candidate of Sciences (Economics), Associate Professor, Department of Economics and Marketing, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

Article is written in Ukrainian
Downloads/views: 748

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Reference to this article:
Bykhova, Olena M. (2012) “Brand Role in Organization of the Integrated Marketing Communications.” Business Inform 6:191–193.


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