Abstract:
Integrated Marketing Communication presents all the forms, strategies of a business which communicates with client including direct communication and the use of different channels and forms of communication. This includes the choice of different channels and multiple activities, not only advertisments but communication too, like social media, but participation as well and sponsorships in humanitarian, cultural, sport events etc. to be an active enterprise and with public and social responsibility. This study handled exactly those activities at INOX enterprise in Gjakova adding main hypothesis if marketing activities are self-sufficient, or Integrated marketing coommunication is more useful for a business. Findings testify that clients appreciate more an active and contribution enterprise on developments in society and Integrated Marketing Communication affects more than only marketing in enhancing the brand's empowerment of that business.
