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Integration of Marketing Communications: Approaches, Features, Synergism


Anatoliy Arkhipov, Ivan Sevryukov
(about the authors)

Arkhipov Anatoliy Evgenyevich – Cand. of Econ. Sci., Associate Professor, Chair of Service and Organization of Commerical Activities, Novosibirsk State University of Economics and Management

Sevryukov Ivan Yuryevich – Teaching Assistant, Chair of Service and Organization of Commerical Activities, Novosibirsk State University of Economics and Management

Published in:
Russian Journal of Entrepreneurship
– № 23 / December, 2012



Keywords: communication complex of the firm, communications stock, integrated marketing communications, synergistic effect


Citation:
Anatoliy Arkhipov, Ivan Sevryukov (2012). Integration of Marketing Communications: Approaches, Features, Synergism. Russian Journal of Entrepreneurship, 13(23), 46-50. — url: http://bgscience.ru/com/lib/3935


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Abstract:

The integration of marketing communications provides a synergistic effect in which concerted use of various communication tools allows for a higher outcome. Elements of communication complex in the overall marketing program of the enterprise should be directed to the simultaneous achievement of the set goals.







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