Managing integrated communications as a factor in increasing the effectiveness of marketing.
Keywords:
communications, marketing, integrated marketing communications, management, digital marketing, sports marketingAbstract
The article is devoted to consideration of problems of efficient management of integrated marketing communications. It provides an analytical assessment to existing methodological approaches of marketing communications. The article considers both the process of how the integrated marketing communications formed and its management mechanism. We have considered the optimal set of elements of integrated marketing communications, what enables us to bring the necessary information to the target audience.We analyzed the current shift of conditions and methods of marketing communications, that occurs as a result of the digital revolution and the emergence of the interactive media environment. It makes possible to offer effective recommendations to improve the effectiveness of marketing activities of the company.We also developed the algorithm that forms the information distribution for improving the integrated marketing communications management.References
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