THEORETICAL ASPECTS OF CREATING INTEGRATED MARKETING COMMUNICATIONS OF ENTERPRISES OF THE AGROINDUSTRIAL COMPLEX

Анотація

The article explores specific aspects of creating integrated marketing communications of enterprises of the agroindustrial complex. The role of marketing communications significantly increased at the time of formation of new development strategies in the face of sharpening competition and enterprises looking for the most effective methods and ways to use them. The integrated marketing communications is one of such methods that are relevant and strategically important for enterprises of the agroindustrial complex. It is one of the most effective methods of the influence on consumer behavior and the simple way to maximize the return on investment in marketing and promoting products on the market.

The aim of the research is summarizing and developing the individual theoretical and methodological provisions of the formation of the integrated marketing communications of enterprises of the agroindustrial complex. To achieve this goal we have identified and resolved the following tasks: the essence of the integrated marketing communications; defined and formed complex integrated marketing communications of enterprises of the agroindustrial complex; and  developed the algorithm of planning integrated marketing communications of enterprises of the agroindustrial complex.

 Theoretical and methodological basis of the research became a dialectical method of cognition, the fundamental position of marketing and marketing communications; used methods, abstract-logical analysis and synthesis, systematic approach. As a result of the research we proposed scientific approaches to consider the integrated marketing communications as a "concept", "system", "process". The integrated marketing communications of enterprises of the agroindustrial complex should be directed to change the consumers’ behavior with the goal to do the shopping, competitive advantages and stable positions on the market.