期刊名称：Facta Universitatis. Series Economics and Organization
印刷版ISSN：0354-4699
电子版ISSN：0354-4699
出版年度：2010
卷号：7
期号：1
出版社：University of Nis
摘要：The paper deals with the problems of altered forms of competitive bidding on the market that does not lead to what companies produce in their factories, but to what is added to a product from a plant in the form of advertising, packaging, advice intended for a buyer and all other things that consumers appreciate, and it is in the function of creating a sustainable competitive advantage. Further, it indicates that any commercial communication is not applied to a specific event or a message, but the image of a company communicates. A company that wants an advantage over competitors on the market has to shape the image of a product in a way to run a story about it, and it is achieved by appropriate business communication. An integrated function of public relations/advertising contributes to the overall image and reputation of a company and its products and services.
关键词：Communication, image communication, competitive advantage, brand image, advertising, reputation, brand, public relations, company
