Remez I. Integrated marketing communications in the mobile market

The thesis contains the results of studies of processes of integration tools of marketing communications in mobile services. The aim of the thesis is a synthesis of conceptual approaches in relation to the theory of marketing communications and design guidelines of the formation of integrated marketing communications in the enterprise. The object of investigation processes to ensure the effectiveness of the companies in the current economic conditions. The study used scientific methods of knowledge: the method of theoretical generalization, abstraction, analysis and synthesis, tabular, graphical, typology and classification, expert polling, statistical analysis and modeling. The practical significance of these results is to develop a mechanism of integration of marketing communications in the enterprise. The main scientific positions proved to the level of methodological generalizations and applied tools of marketing communications services market. The results of the thesis is used by enterprises of telecommunications in Ukraine, in particular, Ltd. Astelіt "(trademark lіfe;), JV" Іnterneshenel Telekom'yunіkeyshn Kompanі, LLC ІNTERTELEKOM. Improved · conceptual apparatus of the theory of marketing communications, in particular, the author 'interpretation of "integrated marketing communications", are determining the mechanism of integration of marketing communications in the enterprise and • classification tools of integrated marketing communications. Improved methodological foundations bagatokriterіalnogo segmenting the market for mobile services.