| Abstract [eng] |
The objective of the paper is to reveal how relevant integrated marketing is working out an integrated marketing comunication plan in the service company. The key issue remains to establish a workable marketing communicarion plan taking into consideration specific neeis of consumers as well as market peculiarities. The paper managed to dešine the notion of marketing communication and the notion of integrated marketing communication, to analyse the planning process of marketing comunication, to investigate the organizational activity of integrated marketing comunication process in traveling agency „Akademinės kelionės“ and to prepare improvements for marketing communicartion plan. |
