2012, br. 28, str. 133-143
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Efekti nastupa preduzeća na sajmu
The effects of company's exhibition on a fair
Sažetak
U savremenim uslovima strategijski pristup marketing komuniciranju manifestuje se u taktičkom integrisanom marketing komuniciranju. Naime, usled visokih troškova masovnog komuniciranja sve se više usmerava na individualne pristupe potrošačima i potencijalnim potrošačima. Jedan od vidova takvog usmerenja su i sajmovi. Pojednostavljeno, pitanje efikasnosti nastupa preduzeća na sajmu može se posmatrati kroz prizmu ispunjenja pojedinačnog, konkretnog, ekonomskog i komunikacijskog cilja. Dakle, efikasnost je sposobnost da se ostvari zadati cilj. Iz toga proizilazi da je efikasno ono preduzeće koje nastupom na sajmu postiže svoje ciljeve.
Abstract
In the modern business environment, the strategic approach to marketing communications is manifested in tactical integrated marketing communications. Due to high costs of massive communications, individual approaches to consumers and potential consumers are more and more implemented nowadays. Fairs are also one of these approaches. To simplify, the question of efficiency of fair exhibition may be observed through the prism of fulfillment of individual, particular, economic and communication goal. So, efficiency is the capability of achieving the given goal. Therefore, the efficient company is the one that, by fair exhibition, achieves its goals.
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