ENTERPRISE MARKETING COMMUNICATIONS: GENESIS AND STAGE STAGES

Abstract

After quite a long period in its development, modern marketing has developed into a recognized theory of effective economic activity in a competitive environment and a system of meeting the needs of the market, which is a required practice. Expanding its boundaries and scope leads to a new filling of the content of the marketing category, changes of objects and subjects and improvement of tools, and the rational interaction of subjects in the market space cannot be ensured without well-established elements of communication. The etymology of the concept of "communication" is analyzed in the article and various approaches and definitions of this definition are explored. It is established that a special place among mass communications is marketing communications, which represent the process of transferring information about a product and its properties directly to the target audience. The paper presents the basic theories and concepts that form the subject areas of marketing communications research, explores a new concept of communication marketing - integrated marketing communications, which is a tool for marketing adaptation of business activity to changes in the environment. The reasons of increase of efficiency of marketing communications at their integration are also characterized, the main advantages of use of integrated marketing communications are given. The purpose of the article is to study the stages of formation of integrated marketing communications, the object - the process of formation and development of integrated marketing communications enterprise. The analysis of the existing theoretical views on the essence of marketing communications has led to the conclusion that there is a need for new theoretical and methodological approaches to solving the problem of interconnection of marketing communications and the enterprise activity management system. The development of market relations of the domestic economy requires new, adequate requirements of the present forms and methods of interaction of the enterprise with external and internal environments. The prospect of further research is to find rational approaches to integrating communication tools in the market space.

Keywords

• комунікації
• маркетингові комунікації
• інтегровані маркетингові комунікації
• еволюція маркетингових комунікацій
• етапи становлення маркетингових комунікацій