THE PRIORITY DIRECTIONS OF NATIONAL ECONOMY DEVELOPMENT
INTEGRATED MARKETING COMMUNICATIONS AT DIFFERENT STAGES OF THE PRODUCT LIFE CYCLE IN THE CONTEXT OF BRAND MANAGEMENT
Penka Goranova, Steliana Vasileva
Abstract: The need for a company to properly coordinate its marketing communications elements/tools in order to achieve a clear, consistent and competitive message about itself and its branded products has become an important issue for every result driven firm. The current paper is aimed at examining the impact of Integrated Marketing Communications (IMC) at different stages of the product life cycle(PLC). More specificly, the objectives of this paper are: * to establish the level of understanding about PLC; * to define IMC and its use; * to ascertain whether the use of IMC in the context of brand management can bring about profitable long term customer relationships with a certain brand.
Keywords: Integrated Marketing Communications, brand management, product life cycle, branding
Published: p. 283-291
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