Impact of integrated communication system in development of company Pestova-VIPA

  • MSc. Nermin Xhelili Marketing, Faculty of Economy, University of Prishtina “Hasan Prishtina”
  • MSc. Shukrie Morina Marketing, Faculty of Economy, University of Prishtina “Hasan Prishtina”
Keywords: marketing, company, consumers, integrated communication system,


Nowadays it is important that every company understands the importance of marketing and handle it as its integrated part, because marketing activities present a cornerstone for longer survival of the company in the market. Apart from price, place (distribution) and product, another marketing element is the promotion, given that promotion is an important part of integrated communication system. Integrated communication system are tools by which companies tend to inform, persuade consumers either directly or indirectly for products and services they offer.

Paper explains theoretical aspect, but certainly part of this paper is the analysis of the promotional strategy within Company Pestova, including views of consumers which were explained through a survey, in our case, students of University of Prishtina.

The aim of this paper is to understand the concept of marketing, analyzing integrated communication system, reflecting the work within the Company Pestova, and the impact of integrated communication system in this company.

Paper will also provide some recommendations for a positive change to the current situation in Pestova Company.


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