Strategy of Integrated Marketing Communications

The relevance of this work lies in the fact that among the many ways of ensuring effective work of organizations is increasingly necessary in integrated marketing communications and the various communication technologies that are integrated into a system of strategically aligned action. Focused attention to integrated marketing communications due to their increasing role in the marketing system, as well as their dynamic development is as an object of scientific research. The aim of the master's thesis is to develop the strategy of integrated marketing communications for the company, the implementation of which will improve marketing effectiveness and to adapt it to current market conditions, taking into account the effects of the environment. To address this goal, the task was to analyze the concept of formation of the system of integrated marketing communications; to conduct empirical research; to develop a strategy of integrated marketing communications for the company in the market. The subject of research are principles, models and tools of formation and development of the system of integrated marketing communications of the Russian company. The object of this research is the strategy of integrated marketing communications, which is formed by companies in modern market conditions and then adapted in the marketing mix in order to strengthen the competitive position. Research methods are sociological methods (questionnaires and interviews). As a result of research, we have developed a strategy of integrated marketing communications, taking into account features of activity of the company and with the condition that at the moment the budget is limited. As a result, we have introduced a new strategy of formation and development of integrated marketing communications, which consists of six tools: advertising, sales promotion, personal selling, PR, direct marketing, digital marketing.