INFLUENCE OF INTEGRATED MARKETING COMMUNICATIONS ON BUILDING BRAND AWARENESS OF MACRO, SMALL AND MEDIUMSIZED ENTERPRISES IN THE REPUBLIC OF NORTH MACEDONIA

Nowadays, in the modern marketing, there is a great impact on changing marketing strategies and conceiving new, more innovative strategies that will help enterprises to attract and retain consumers' attention. This is happening as a result of media fragmentation, smaller influence from advertisement, greater competitiveness and need of bigger differentiation, digitalization, greater consumers' expectations and changes in environment. Phenomenon of Integrated Marketing Communications (hereinafter – IMC) in the last decade is valued a lot in the field of marketing communications in the XXI century. IMC points needs of coordination and synergy of different marketing communicational tools and channels that will have influence on building stronger brand. The main goal of our research is to study and examine IMC influence in building stranger brand among micro-, small and medium-sized enterprises, because they are the main engine of the economy in the Republic of North Macedonia.