FEATURES OF TERRITORIAL INTEGRATION OF MARKETING COMMUNICATIONS IN THE CAUCASIAN MINERAL WATERS REGION

Abstract

The purpose of the work is to describe the situation taken place with integration of marketing communications in the region. The author conducted research aimed at identifying the most popular and effective forms of communication with the consumer, allowing in detail to characterize the state of the advertising market of Caucasian Mineral Waters. Information concluded in article may be used by companies present in the Caucasian Mineral Waters region, to form notion about the effectiveness of the regional channels of communication with customers and building a more efficient model of advertising policy, also its could be useful for specialists, which are working in marketing communication and advertising sphere.DOI: http://dx.doi.org/10.12731/2218-7405-2013-9-34

Keywords

• marketing communications
• integration
• integrated marketing communications
• Indoor/Outdoor advertising
• planned/unplanned contact
• synergistic effect