USE OF MARKETING COMMUNICATION STRATEGIES IN PRINTING COMPANIES
Keywords:
retail trade, marketing, marketing communications, tools, sales promotion, target audienceAbstract
The article is devoted to the main traditional and modern marketing
communications tools used in the retail industry as ways to build relationships with
consumers and manage them. The necessity and relevance of the use of these tools
by trading enterprises in current market conditions is substantiated. The features of
using marketing communications tools and their impact on the target audience,
advantages and disadvantages are highlighted. Examples of the practical use of
marketing communications tools by retail chains are given.
References
Burnet, J. Marketing communications: an integrated approach / J. Burnet, S.
Moriarty. St. Petersburg: Peter, 2011. 864 p.
Eliseeva, A. V. Effective PR tools in the professional activities of a PR specialist
/ A. V. Eliseeva, E. S. Dolgina, Yu. V. Bezborodova // Symbol of Science. 2016.
No. 3-1. P.60-63.
Zimina, S.S. Comparative characteristics of traditional marketing and Internet
marketing / S.S. Zimina // Economics. 2017. No. 8 (29).
Zunde, V.V. Concept and algorithmized model for the formation of a system of
integrated marketing communications for Russian companies / V.V. Zunde.
Rostov n/a: Publishing house of the Russian State Economic University “RINH”,
62 p.
Karlova, L.V. Fundamentals of advertising: Textbook. Part I. / L. V. Karlova.
Tomsk: Tomsk Polytechnic University Publishing House, 2019. 112 p
