FORMATION OF INTEGRATED COMMUNICATIONS AS THE BASIS OF MARKETING STRATEGIES OF MODERN BUSINESS

Keywords: integrated marketing communication, synergy, advertising, sales promotion, strategic analysis, personal selling consumer behavior

Abstract

The article highlights the issues of modern approach to the organization of effective communication activities of the enterprise, which should consist of integrated marketing communications in the implementation of the communication concept, due to the shift of the concept in the market from price to communication format. Also, the process of organizing the effective promotion of goods and services in the modern market through the use of integrated marketing communications, the peculiarities of the process of their modeling and the role in shaping the commercial success of the enterprise. It is proved that marketing interactions, which reflect the essence of the market paradigm of modern economy, determine the movement of marketing communications in the direction of their integration, and that this trend is manifested in the formation of integrated communications, and the process of implementing integrated marketing communications is a process of introducing a new marketing paradigm. An analysis of the economic situation and the conclusion that in recent years in the field of financial relations are significant and profound changes, which are increasingly pronounced and with extraordinary speed and catalyst for such changes in addition to scientific and technological progress, has become a new round of global financial crisis. the world economy has not yet finally overcome. The tendencies of modern business are studied and it is proved that separate use of different means of marketing communications becomes impossible, and therefore there is a need for simultaneous application and combination of several complex means which at successful combination mutually increase efficiency of everyone, giving effect of synergy. The main task of communication activity of the enterprise is defined, which consists in improvement of technical and economic indicators and more effective work of all links of the enterprise for the purpose of realization of marketing strategy and formation of commercial success of the enterprise, maintenance of its investment attractiveness and dynamics of development.

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Published
2021-09-28
How to Cite
Lyshko, S. (2021). FORMATION OF INTEGRATED COMMUNICATIONS AS THE BASIS OF MARKETING STRATEGIES OF MODERN BUSINESS. Economy and Society, (31). https://doi.org/10.32782/2524-0072/2021-31-40
Section
MARKETING