engleski

The use of the extent of integrated marketing communications in the affirmation of ITS services

In the dynamic and intensive market of high technology, there are specific problems and challenges for which the traditional marketing doesn’t have adequate answers. This made the upgrade of traditional “technologically-economic” approach necessary in the form of the strong synergy of marketing and innovative technologies. The disciplines to which technological marketing is particularly close are technical disciplines, with a specifically strong focus on disciplines of traffic technologies. To this effect, in the last twenty years, Intelligent Transport Systems have arisen as an innovative concept of solving traffic difficulties, with special advantage in applying this intelligent characteristic to high technologies. The new generation of clients represents a great challenge. In the absence of marketing communication directed to end users, innovative product/service could be left unusable. Because of that, it is necessary to apply and integrated marketing communication tools. With this approach, it is possible to attract attention and influence the behavior of targeted groups of users.

High-tech marketing ; Intelligent Transport Systems (ITS) ; ITS services ; integrated marketing communications

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