Conceptual apparatus of integrated marketing communications

Abstract

The purpose of this study is to form a categorical apparatus of marketing communications, namely: to determine the nature, composition and classification criteria of the elements of marketing communications. Methods. In the course of this study, such methods of scientific cognition were used as comparative analysis (to compare the views of different scientists on determining the composition of elements of marketing communications) and abstract-logical generalization (to develop classification criteria for marketing communications). The results. It is determined that marketing communications should be understood as a concept according to which the company carefully considers and coordinates the work of its communication channels to create a clear, consistent and convincing view of the company and its products. The composition of the main and synthesized elements of marketing communications is specified. Nine main classification criteria for marketing communications have been identified. Scientific novelty. Based on the analysis and systematization of scientific views of domestic scientists, the classification of marketing communications in accordance with the requirements of the digital environment is formed. The practical significance is manifested in the possibility of applying the developed conceptual apparatus in the activities of domestic enterprises in the process of development, planning, implementation and evaluation of the effectiveness of marketing communications.