ІНТЕГРОВАНІ МАРКЕТИНГОВІ КОМУНІКАЦІЇ: СУТНІСТЬ ТА ПРОЦЕС ФОРМУВАННЯ

Г.О. Пересадько; В.А. Тамайо-Флорес

INTEGRATED MARKETING COMMUNICATIONS: ESSENCE AND THE PROCESS OF FORMATION

Authors

H.O. Peresadko
V.A. Tamaio-Flores

Keywords:

Integrated marketing communications, the “push-pull” marketing, planning of marketing communications, marketing communications management

Abstract

The article describes the essence of the concept of integrated marketing communications, details the process of their occurrence and stages of development, presents a five-step planning process of marketing communications and management algorithm, and defined the basic task of integrated marketing communications in the future.