Promotion and Integrated Marketing Communication as a process With influence in Consumer Behavior

Abstract

We need to have in mind the fact that combination of promotion element as part of marketing mix of the 
company, and knowledge for consumer shall be an efficient mean available to marketers. Expenses for 
promotion in majority of cases are a biggest part of marketing activities as process, and we are a witness that 
budget for promotion in many companies are up to millions.  We link the matter of knowing of consumer and its 
needs as a manner to relief promotion activities management as good as possible. If there is no knowledge on 
behavior regarding the subject of consumers and decisions taken by him during purchase then as a result there 
is inefficient consumption of huge sums of budget dedicated to promotion. Project reviews combination of two 
parts of marketing process, (however not separately from other process activities) as very important, and 
explicates different theoretical concepts and practical situations on which the company should use the knowledge 
for consumer and promotion elements in order to achieve marketing objectives.