On the implementation of the tools of the integrated marketing communications system at various stages of the organization's life cycle

Abstract

Introduction. The growth of the competitive environment and the introduction of new management technologies to meet the needs of the market have led in recent years to the intensification of commercial activities of Russian entities. The importance of marketing in the management of organizations, especially those related to trade, which link production and consumption through commercial activities, has increased, contributing to a greater degree of success. At the same time, when managing commercial activities, trade organizations do not fully use marketing tools. In the conditions of a modern, globalized, highly competitive market, companies and organizations need to use a progressive and innovation–responsive system – the Integrated Marketing Communications System (IMC), which ensures the interaction of all technologies and elements of the company's marketing activities through their mutual integration. Goal. Identification of problems and prospects for the development of a marketing management system for commercial activities of an organization implementing an integrated marketing communications system. Materials and methods. The general scientific methodology of system analysis is used in the work. The research tasks were solved by applying the methodology of process and situational approaches to management. The methodological apparatus of economic and marketing analysis and the method of secondary information analysis were used. Results and discussion. The importance of implementing the strategy of integrated marketing communications in the activities of a modern enterprise is substantiated. The planning system for the integration of marketing communications is presented in detail. An algorithmization of the implementation of integrated marketing communications has been developed, taking into account the stage of development of the organization. A general algorithm for integrating marketing communications in the activities of a modern enterprise with the necessary conditions for implementation is presented. Conclusion. The concept of integrating marketing communications is centralized because of its origin, and therefore its applied value is important. By applying a diverse selection of channels and tools, companies can use them to target and influence consumers, while maintaining a high level of efficiency and individuality in their communication messages.

Keywords

• marketing management of an enterprise
• integration of marketing communications
• commercial activity
• business development concept and directions