Marketing communications. Textbook

The textbook introduces the main tools of marketing communications - such as advertising, PR, sales stimulation, personal sales, sponsory, branding, and gives an idea of ​​the issues of their organization, planning, budgeting and evaluating effectiveness. Particular attention is paid to the features of the formation of a communicative policy and the strategy of the enterprise. Tasks for seminars are presented: tests, practical situations, control issues.
It complies with the requirements of the federal state educational standards of higher education of the latest generation and the training programs for bachelors in areas 38.03.02 “Management” (profiles “Organization Management”, “Marketing”), 38.03.05 “Business Informatics”, 38.03.06 “Trade” (profile “Commerce”) and others.
For everyone who is interested in issues of marketing communications: teachers, graduate students, scientists and practical specialists