Sova V. Information support of integrated marketing communications of trade enterprises

The dissertation elaborates on the development of theoretical, methodological and practical principles for formulating information support of integrated marketing communications of trading enterprises. Determined the essence the concept of "integrated marketing communications of trade enterprises" and "information support of integrated marketing communications of trade enterprises". Existing approaches to the classification of vectors of integration of marketing communications are defined the author classification based on information approach is given. The model of management of integrated marketing communications of trade enterprises and the model of information support of integrated marketing communications of trade enterprises are developed. According to the analysis of the level of integration of marketing communications depending on their level of information support is prompted the matrix method to estimate the state of resources, methodological and organizational maintenance of integrated marketing communications enterprises of trade and determine their reserves increase. The recommendations for the application of marketing communications for trading companies of different size and to implement information technology in commercial activity in the management of integrated marketing communications are given