Organization features of the marketing communication strategy

Добре налагоджені комунікаційні зв'язки фірми є важливою передумовою її успішної ринкової діяльності. У даній статті було виокремлено інструментарій маркетингових комунікацій у формуванні маркетингової комунікаційної стратегії. Застосування саме стратегічного підходу до маркетингової комунікаційної політики фірми на даний момент часу є нагальною потребою суб’єктів ринкової діяльності. Визначено етапи комунікаційної стратегіїGood communication connection of established firms is an important prerequisite for successful market activity. The value of communication in today's increases due to greater saturation of markets in goods, a variety of consumer needs, forms and methods of competition, improved means of collecting, storing, processing, transmission, and many other factors. Application is a strategic approach to marketing communications firm policy is urgently needed of market activity. The article highlighted tool in shaping marketing communications marketing communications strategy. Strategy marketing communications firm based on the need to build secure, devoid of internal contradictions, clearly functioning system of communication. Develop communication strategy should include a number of successive stages: defining goals and objectives, the direct selection strategy, determining the structure of complex communications, budget development, analysis results. The choice of communication strategy depends on the goods: producers of industrial goods preferred strategy of pushing and manufacturers Branded consumer products - engagement strategy. This lack of attention to Loyalty mediators can have unfortunate consequences for the firm. Based on the chosen strategy, the preparation and carrying out specific activities for each of the elements of communication (advertising, sales promotion, personal selling and PR