Modern structure of marketing communications complex
Journal: Path of Science: International Electronic Scientific Journal (Vol.1, No. 1)Publication Date: 2015-08-31
Authors : Elena Hrebenyukova; Ukraine;
Page : 2.28-2.33
Keywords : Marketing communications; advertising; public relations; sales promotion; personal selling; direct marketing.;
Abstract
The article presents the results of the desk research, in which the current structure of the marketing communications complex was analyzed. According to the results of the content analysis of scientific and educational literature in marketing it was proved that there is a certain structural asymmetry in today's complex of marketing communication: the rejection of impersonal tools and actualization of those which make possible personalized communication with the consumer.
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