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Integration of BTL-Marketing Tools in the Complex Marketing Communications


Elena Tsarenko
(about the author)

Tsarenko Elena Sergeevna – Postgraduate Student, Southern Federal University, Rostov-on-Don

Published in:
Russian Journal of Entrepreneurship
– № 18 / September, 2012



Keywords: ATL-based communications, BTL-marketing, evaluation of effectiveness of interventions, integrated marketing communications, TTLcommunication


Citation:
Elena Tsarenko (2012). Integration of BTL-Marketing Tools in the Complex Marketing Communications. Russian Journal of Entrepreneurship, 13(18), 82-88. — url: http://bgscience.ru/com/lib/4010


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Abstract:

The article considers the process of integration of BTL-marketing technology in the set of integrated marketing communications and identifies the tools of its practical implementation.







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