MARKET RESEARCH NEEDS FOR COMMUNICATION IN MARKETING-PUBLIC RELATIONS

Iz leta v leto marketing kot koncept oziroma splet različnih aktivnosti vse bolj pridobiva na pomembnosti. S tehnološkim razvojem se spreminjajo trženjska okolja in pogoji trženja. Potreba po kakovostnih tržnih informacijah postaja ključ uspešnega poslovanja. Če si podjetje prizadeva preživetje in konkurenčnost na trgu, je pomembno izbrati učinkovit komunikacijski instrument, s katerim bo vzbudilo pozornost ciljne javnosti in jo spodbudilo k nakupu. Da bi pa lahko izbralo učinkovit trženjski instrument oziroma kombinacijo le teh, potrebuje kakovostne tržne informacije, ki jih lahko pridobi samo s trženjskimi raziskavami. Zato poudarjamo, da so raziskave tržišča pomemben del strategije podjetja in trženjskega proračuna.From year to year marketing as a concept and a mix of various activities is increasingly gaining importance. Technological advances are changing marketing environment and marketing conditions. The need for quality market information is becoming a key to a successful business. If a company seeks survival and competitiveness in the marketplace, it is important to choose an effective communication tool that incites attention and encourages buying. To be able to select an effective marketing tool or a combination of tools, it needs high-quality market information, which can only be obtained through market research. For this reason we stress the importance of market research as part of company\u27s strategy and marketing budget