The role of corporative communicationsin modern type of corporations Cover Image

Улогата на корпоративните комуникации за современиот тип на корпорации
The role of corporative communicationsin modern type of corporations

Author(s): Tatjana Petkovska Mircevska
Subject(s): Economy
Published by: Економски институт - Скопје
Keywords: corporative communication; marketing communication; globalization; holistic marketing concept

Summary/Abstract: In the contemporary terms the management of the corporation is occupied with the need to influence on the subjects from the it’s surrounding (internal and external) in order to create image and reputation of the corporation. Corporate communication is responsible for all communications relations of the corporation that is very important for its identity. Contrary from the atitude in the past when the term corporatate comunication presented public relation function first of all, today the public relation function presents one segment (element) from the corporate and marketing communications. In process of globalisation when World becomes one unique market, the creation of marketing mix strategy has become very complex activity. In present conditions, the information needs development as well as development of new computer technology and Internet influence the appearance of new marketing approach, known as "holistic" or "cyber" marketing concept. The use of Internet in that direction is more than important, and the new "holistic” or cyber marketing concept could be created as a tool for maintaining the companies place on global market.

  • Issue Year: 11/2009
  • Issue No: 1-2
  • Page Range: 9-22
  • Page Count: 14
  • Language: Macedonian