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Principles of integrated marketing communications production - trading companies

Journal: Scientific review, Науковий огляд, Научное обозрение (Vol.31, No. 10)

Publication Date:

Authors : ; ;

Page : 21-28

Keywords : integrated marketing communications; communication channel; the advertising market; the target audience; the synergy effect;

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Considered and schematically represented process of integrated marketing communications (IMC). The basic factors that influence the process of introducing the concept of IMC, and main problems to be solved in the course of their use. It was determined that an important role in implementing the strategy of integrated marketing communications plays a synergy effect. Its essence lies in the combined use of several marketing communication activities. The paper suggests improving certain elements of integrated marketing communications through the integrated application of organizational, economic, promotional and informational and interpersonal communication activities. Analyzed Marketing Communications domestic enterprises and analyzed the formation of the system of marketing communications, as well as substantiated ways to optimize the system of marketing communications of the investigated companies.

Last modified: 2016-12-28 06:34:32