The Role of Integrated Marketing Communications in Building a Brand and Improving Business Performance

Milena Cvjetković – College of Academic Studies ”Dositej”, Bulevar vojvode Putnika 7, 11000 Belgrade, Serbia

Milovan Cvjetković – Technical school, Bulevar vojvode Putnika 7, 11000 Belgrade, Serbia

Saša Stepanov – MEF – Faculty of Applied Management, Economics and Finance, Jevrejska 24/1, 11000 Belgrade, Serbia

7th International Scientific-Business Conference – LIMEN 2021 – Leadership, Innovation, Management and Economics: Integrated Politics of Research – SELECTED PAPERS, Online/virtual, December 16, 2021, published by the Association of Economists and Managers of the Balkans, Belgrade; Printed by: SKRIPTA International, Belgrade, ISBN 978-86-80194-53-0, ISSN 2683-6149, DOI: https://doi.org/10.31410/LIMEN.S.P.2021

Abstract

Organizations through various forms of marketing communica­tions strive to increase brand awareness and create a brand image in the market. Through these communications, relationships between consumers and companies are developed, to build customer loyalty. Correlation re­lations showed that there is a great dependence between the variables of marketing communication and the variables of brand building and business performance. The regression model found that marketing communications have the greatest impact on brand recognition in the market, highlighting the impact of public relations and direct marketing. It has been confirmed that economic propaganda, sales promotion and internet marketing are the best predictors of market participation as business performance of an organization. The results of the research indicated that the impact of mar­keting communications on brand building is greater if the organization is ready to conduct adequate marketing research and to the greatest extent satisfies the needs and requirements of consumers.

LIMEN Conference

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