Application of integrated marketing communication on the example of Transmitters and communications Ltd.

Ovim radom pristupa se analizi različitih oblika integrirane marketinške komunikacije i primjeni upravo tih oblika u državnoj tvrtki Odašiljači i veze d.o.o. koja broji više od 300 zaposlenika po cijeloj Hrvatskoj. Daju se odgovori na pitanja da li je potrebno da državna tvrtka ulaže dodatno u oblike integrirane marketinške komunikacije i na koji način oni mogu pospješiti poslovanje i poboljšati imidž tvrtke kao takve. Fokusira se na primjenu najzastupljenijih oblika IMK u OIV poput osobne prodaje, direktnog marketinga, odnosa s javnošću i publiciteta te unapređenja prodaje i nezaobilazan Internet. Pridaje se pažnja broju osoba tima koji sudjeluje u primjeni IMK u OIV, kakve su reakcije kupaca na primjenu IMK od strane OIV-a što je jasno vidljivo iz provedenih anketa prema kupcima. Daje se odgovor na pitanje zašto određeni oblici IMK nisu prikladni za primjenu u tvrtki poput OIV.This paper analyzes various forms of integrated marketing communication and the application of these forms in a government owned company Transmitters and communications Ltd. which has more than 300 employees all over the country. The questions that are answered are whether it is necessary for a government-owned company to invest further in integrated marketing communications and how they can further enhance the business and improve the company's image as such. It focuses on the implementation of the most common forms of IMC in Transmitters and communications Ltd, such as personal sales, direct marketing, public relations and publicity, sales promotion and the unavoidable Internet. Attention is also drawn to the number of people involved in the implementation of IMC in OIV, customer reactions to the implementation of IMC which is visible to them through conducted customer surveys. It also gives the answer to the question why certain forms of IMC are not suitable for use in the company such as Transmitters and communications Ltd