Publisher's Synopsis
The manual examines the most important aspects of the policy of promoting an enterprise using marketing communications. Particular attention is paid to the concept of integrated marketing communications as the main tool that allows you to form effective promotion strategies, taking into account various factors of an endogenous and exogenous nature. It is intended for scientific and pedagogical workers and students studying in the areas of bachelor's degree "Economics", "Management", "Trade business", master's programs "Commercial activity in the market of goods and services", "Economics of the company and corporate planning", "Marketing", "Economics and management at the enterprise".
