Development of integrated marketing communications ATP - Fedotova, Irina; Bocharova, Nadezhda; Velichko, Jana
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The aim of the work is theoretical substantiation and development of practical recommendations on forming the system of integrated marketing communications of motor transport enterprise (ATP). The paper improves the concept of integrated marketing communications, which emphasizes the need to combine integrated marketing communications (IMC) in a single system and focus on external and internal audience. The methodological basis for evaluating the costs of marketing communications was further developed, and recommendations on the formation of an integrated marketing communications system of the…mehr

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Produktbeschreibung
The aim of the work is theoretical substantiation and development of practical recommendations on forming the system of integrated marketing communications of motor transport enterprise (ATP). The paper improves the concept of integrated marketing communications, which emphasizes the need to combine integrated marketing communications (IMC) in a single system and focus on external and internal audience. The methodological basis for evaluating the costs of marketing communications was further developed, and recommendations on the formation of an integrated marketing communications system of the enterprise were developed. After assessing the strengths and weaknesses of the ATP, as well as the cost of marketing communications, identified those areas of marketing that require improvement, and proposed recommendations for the formation of an integrated marketing communications system of the ATP.
Autorenporträt
Irina Fedotova is an honorary lecturer of the Kharkov National Automobile and Road University, a member of the editorial board of the scientific publication "Economics of Transport Complex". Her research interests include trends in management, marketing and logistics development in Ukraine and abroad, the formation of the life of enterprises.