PECULIARITIES OF FORMATION OF INTEGRATED MARKETING COMMUNICATIONS IN CONDITIONS OF COMPETITIVE ENVIRONMENT

Abstract

In the context of the globalization of the economy, the expansion of the competitive environment is increasingly the role of information, it becomes one of the most important elements used to effectively manage the activities of business entities. The increasing pace of informatization in society is providing consumers with an increasing  amount of information. ЇЇ Transmission from object to object is done through a specific form of communication – communication. Integrated marketing communications play a key role in addressing these challenges. However, the unstable economic situation in the country, difficulties in financing the relevant measures led to a reduction in marketing budgets. Therefore, there is a growing need to find cost-effective and, at the same time, effective ways of communicating with consumers. Only those companies that are well aware and understand their customers (customers) and competitors, conduct effective communication policies, will succeed in the target market.