EN
Since all organizations are linked and interdependent, it is crucial to develop network-based strategies with the emphasis put on building an effective network of relationships with key stakeholders, which results in gaining competitive advantage. Marketing communications play a very important role in the process of building long-term relationships. When developing effective communications strategy, it is necessary to take into consideration current trends in marketing communications such as integrated marketing communications concept as well as challenges related to the services communications due to the dominance of services in today 's economy and their role in gaining competitive advantage in the market. Marketers should identify all elements communicative in nature -with the emphasis put on the relationship building tools, select elements appealing to particular audiences, integrate them to create a clear and consistent message and synchronize them -with other activities aimed at developing long-term relationships.