The Marketing Communications as a Component of the Enterprise’s Marketing Policy in the International Market

Abstract

The article is aimed at researching the features of formation of marketing communications as a part of the enterprise’s marketing policy in the international market. The essence of the concept of «marketing communications», the main means of marketing influence of enterprise in the international market are defined. The advantages and disadvantages of means of influence of marketing communications in the international business are allocated. A comparative characterization of the models of estimating the efficiency of marketing communications as important components of the marketing policy of enterprise, which allow to define the level of success of promo-actions, is carried out. The advantages and disadvantages of each model are allocated, depending on the specifics of the enterprise’s activity and the methods of sales promotion that the enterprise uses in the international market. The model of formation of system of marketing communications as a component of marketing policy of enterprise having a multilevel character is proposed. The model allows, in connection with the system of marketing communications, to consider consumer needs of the target audience and to evaluate efficiency of realization of promo-actions in the international market.

Keywords

• marketing communications
• marketing policy
• model
• target audience
• efficiency
• means of influence
• international market