Naumovska, Ljupka; Blazeska, Daliborka - In: UTMS Journal of Economics 7 (2016) 2, pp. 175-186
-way communication mass media tool is no longer effective as previously, hence can no longer fulfill the role of leading marketing mix … tool. Therefore, the necessity for altering the structure of the traditional marketing communication mix elements … improvement of marketing communication's mix efficiency is by reallocation the leading role of advertising with public relations …