摘要：The aim of this paper is to show the essence of integrated marketing communications, the basic advantages a strategic approach to the functioning of this concept in enterprises in the Republic of Serbia. On the basis of a set, a goal has been defined chosen access method and research on the basis of the sample of the use of techniques (methods) of the survey. The research was conducted through carefully structured questionnaires, appropriate choice questions, the correct formulation and their proper order, starting with the adopted principles usual practice, features examinee and the appointed goal. The results of the research indicate that the strategic approach to marketing communications, leading to a positive impact on business enterprises, but on the other hand, a large number of enterprises in Serbia are still more reliant on traditional forms of marketing communication. The obtained results show that the necessary investments in employees in terms of training and education so as to keep pace with time, track trends and introduce innovations in this field.
其他摘要：The aim of this paper is to show the essence of integrated marketing communications, the basic advantages a strategic approach to the functioning of this concept in enterprises in the Republic of Serbia. On the basis of a set, a goal has been defined chosen access method and research on the basis of the sample of the use of techniques (methods) of the survey. The research was conducted through carefully structured questionnaires, appropriate choice questions, the correct formulation and their proper order, starting with the adopted principles usual practice, features examinee and the appointed goal. The results of the research indicate that the strategic approach to marketing communications, leading to a positive impact on business enterprises, but on the other hand, a large number of enterprises in Serbia are still more reliant on traditional forms of marketing communication. The obtained results show that the necessary investments in employees in terms of training and education so as to keep pace with time, track trends and introduce innovations in this field.
