Portal de Periódicos da CAPES

Impact of integrated brand communications on the image of Etihad Airways

2015; Volume: 17; Issue: 4 Linguagem: Inglês

10.5937/ekopog1502001b

1450-7951

Kristina Budimčević,

Business and Economic Development

Technological progress and emergence of the strong global competition, have contributed towards creation of the new business environment within which companies are developing their business and marketing activities. Modern marketing requires more than a good product, favorable price and product availability. It is necessary for organizations to constantly communicate with their customers, business partners and public. Thanks to development of new technologies, nowadays communication is taking place via both traditional and modern online media of communication. All this leads to the demolition of the old communications system, that was based on the traditional concept of mass communication and intensive advertising, and demonstrates gradual transition towards the new channels of integrated brand promotion. The significance and implementation of this concept will be demonstrated on a concrete example of one of the nowadays biggest global companies - airline Etihad Airways.