o:1740 Uloga i značaj integrisanih marketing komunikacija za kreiranje marke uslužnih organizacija: doktorske disertacije ǂThe ǂrole and importance of integrated marketing communications for creating a brand of service organizations : doctoral dissertation sr Intense competition, dynamic business conditions, development, and increasing application of modern information and communication technologies have caused changes in the way of performing business activities of service organizations and in achieving communication with consumers. In such conditions, it is necessary for organizations to analyze the impact of marketing messages on consumer attitudes and preferences and to adjust the marketing communication strategy accordingly. Integrated Marketing Communications (IMC) play a significant role in the efforts of organizations to communicate effectively with target consumer segments. The concept of IMC represents a paradigm shift from mass marketing to consumer orientation. The goal is to achieve a coordinated approach in combining the instruments of the promotional mix and developing a marketing communication strategy. Effectively achieving a defined goal means that all forms of marketing communication deliver a consistent message. Integrated marketing communications create consumer awareness of the brand, encourage positive reactions to the brand, contribute to the establishment, development, and maintenance of long-term relationships of the organization with consumers. Their role is to create a positive image and a good brand position by integrating all marketing instruments. As an important strategic tool, a valuable brand enables organizations to achieve a better position in the market, greater profitability, and competitiveness. In modern conditions where organizations and consumers face numerous opportunities and when it is more difficult for them to make a choice, the valuable brand simplifies making a purchase decision. The brand communicates with consumers through its value. It gives them a relevant and distinctive promise, facilitates the choice and decision to purchase, minimizes perceived risk. As a guarantee of quality, the brand is an instrument for attracting and retaining consumers. Biografija autora: list 401;Bibliografija i internet izvori: listovi 213-230. Datum odbrane: 11.05.2021. Strategic Marketing 40797449 91552101 8248 91552100 40797449 2021-09-03T12:10:52.053Z 45 no 46 mentor Slavica J. 1972- Popović 2020 63 mentor Suzana 1969- Đukić 2020 63 član komisije Galjina 1974- Ognjanov 2020 63 član komisije Goran Milovanović 2020 [24], 275 listova 5854287 http://phaidrabg.bg.ac.rs/o:1740 no yes 4 2021-09-03T12:10:52.320Z 70 integrisane marketing komunikacije, usluge, marka,pozicioniranje, poslovni uspeh integrated marketing communications, services, brand, positioning,business success 658.8:659.2(043.3) S 191 1738 18A02 18A0203 2020