Year of Graduation
Development of a Tool-kit for the Marketing Communication Integration
The paper describes the approach to the development of a decision support system on the choice of an optimal combination of the various online and offline channels of marketing communications. The feature of this system is in the automation of decision-making process and in construction of promotion program with considering characteristics of the market, consumer, product and the size of the advertising budget. The article describes the necessary information and software resources, there is an example of the results of design of knowledge, which is an integral part of the system being developed.