The concept and content of integrated marketing communications

Abstract

Effective communications of the company are one of the main conditions for its competitiveness on the modern market. Its relevant application and management causes significant opportunities for influencing the consumerы and building relationships with them. Along with the traditional tools of marketing communications, we have studied modern approaches to the company's message delivering, making it more clientoriented and personalized. We considered the main components of the integrated marketing communications concept, outlined its role and objectives in the system of marketing of enterprises. The basic tools of marketing communications and also modern possibilities of their effective application are also considered. This approach allows to provide more qualitative interaction and to achieve results in communications with consumers.