FUNCTIONS OF MARKETING COMMUNICATIONS IN THE CONTEXT OF GLOBAL PROCESSES
Journal Title: Вісник Одеського національного університету. Економіка. - Year 2017, Vol 22, Issue 6
Abstract
In the article, the already existing functions of marketing communications, which had been distinguished by other scientists for the systematization of marketing knowledge, are researched. Theoretical questions of the conception of integrated marketing communications in the context of global processes and their influence on the evolutions of communications functions are also analysed. By the way, the new recommendations for the logical integration of some functions into common ones are deduced because nowadays multitasking is becoming overall more relevant.
Authors and Affiliations
Y. D. Shevtsov
Keywords
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