BUSINESS INFORM №10-2018

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Section: Management and Marketing
UDC 339.138:658
Poliakova Y. O., Nadeina M. V.
The Principles of Formation of the Complex of Marketing Communications of Enterprise in the International В2B Market (p. 448 - 453)
The article is aimed at defining the principles of formation and development of the complex of international marketing communications of enterprise in the B2B market on the basis of integrated approach. According to results of the carried out research it is determined that the main principles of international integrated marketing communications of an enterprise in the B2B market are: inclusion in the communication model of the stage of reasoned choice and gradual replacement of classical means of marketing communications by the communications in the Internet sphere, formation of correspondence between communicative effects of international marketing communications and the stages of sequential behavior on the part of the consumer-mediator. Introduction of the identified principles in the process of formation of the integrated marketing communications complex allows to define both conceptual and situational components of the complex in order to achieve maximization of the integrated effect.
Keywords: integrated marketing communications, media planning, marketing B2B communications.
Fig.: 3. Bibl.: 8.

Poliakova Yana O. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of International Economics and Management of Foreign Economic Activity, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]
Nadeina Maryna V. – Masters Student, Faculty of International Economic Relations, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Poliakova, Yana O., and Nadeina, Maryna V. (2018) “The Principles of Formation of the Complex of Marketing Communications of Enterprise in the International В2B Market.” Business Inform 10:448–453.

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