MANAGEMENT OF MARKETING COMMUNICATIONS: THE FORMATION OF THE COMPLEX AND INTEGRATION IMPERATIVES

In the conditions of dynamic development of social and economic interactions and transformation of market relations the need to improve marketing communication policy is actualized for modern companies. Formed, on the one hand, on the basis of scientific principles of the actual concept of marketing, on the other hand — based on the requirements of economic reality, the communication complex of the company contributes to achievement of sustainable business development goals. The article is devoted to the study of marketing communication complex, namely, the theoretical and methodological foundations of the formation and management. Reasonably made management decisions regarding the implementation of communication policy provide communication with the market; help to establish relationships with business entities, partners and consumers. The paper presents a model of formation of the company’s communication complex. Strategic guidelines of the company, the main objectives and overall communication policy of the company form the basis of a systematic communication complex and have a primary impact on its content and structure. The specifics of the market, the current situation in the industry, as well as market trends affect the external environment of the company, forcing to quickly transform the complex itself in the necessary direction. The whole set of consumers should be considered according to the main groups: potential consumers, consumers with little experience in the acquisition and consumption of the company’s products, as well as the audience of consumers with a stable level of loyalty. Tools and communication message differs according to these groups, which is associated with the consumer attitude to the product and the level of commitment to the brand. The paper sets out the key integration imperatives of the management of marketing communications.

marketing, marketing communications, communication policy, marketing communications management, loyalty formation, consumer groups, consumer audience, interaction marketing, management imperatives, integrated marketing communications.

Fadeeva N. V. Management of marketing communications: the formation of the complex and integration imperatives. Business. Education. Law, 2019, no. 2, pp. 200–205. DOI: 10.25683/VOLBI.2019.47.226.