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Utilization of Integrated Marketing Communication for The Introduction of a New Brand to the Market. Case Study of “Eko Patrol” of The Central Mining Institute

Author

Listed:
  • Jarosławska-Sobór Sylwia
  • Dulewski Mateusz

    (Central Mining Institute)

Abstract

The concept of integrated marketing communication (IMC) combines diverse marketing tools for the purpose of securing transparency, coherence and maximization of the impact of communication. This, by assumption, bilateral, controlled flow of information between an organization and its partners makes it possible to build a coherent context of the conveyed messages, which influences the image and efficient positioning of the brand. The choice of appropriate IMC tools depends not just on the group of target recipients, but it also varies in different stages of the life cycle of product, or service.

Suggested Citation

  • Jarosławska-Sobór Sylwia & Dulewski Mateusz, 2018. "Utilization of Integrated Marketing Communication for The Introduction of a New Brand to the Market. Case Study of “Eko Patrol” of The Central Mining Institute," Marketing of Scientific and Research Organizations, Sciendo, vol. 30(4), pages 57-74, December.
    • Handle: RePEc:vrs:mosaro:v:30:y:2018:i:4:p:57-74:n:4
    DOI: 10.14611/minib.30.12.2018.13
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