Dubovyk T. Management of integrated online marketing communications trade enterprises

Introduced in the scientific revolution definition "integrated online marketing communications" and a new concept management of online marketing communications. Classification of online marketing communication on the grounds. Theoretical and methodological aspects of research and found online marketing communication objectives of the integration process online marketing communications companies. The essence of concepts such as "e-trust consumer in online store", "potential integrated online marketing communications trade enterprise". Based on the analysis of the genesis of the online trade in Ukraine, grounded factors that influence the development of trade, development trends identified in the internal environment. Improved methodological approaches to segmentation of Internet users on the basis of active participation in social networks, consumer awareness of the value of personal data to form integrated online marketing communications given the anticipated impact of online marketing communications to targeted segments of consumers. The procedure of interaction online shoppers, trade enterprise and independent partners who provide convincing evidence of the authenticity of online stores use online marketing communications at different stages of the process of formation of e-trust. The model of interaction ethic interactivity online marketing communications, reflecting the principles of joint actions of businesses and consumers to ensure the privacy of personal life of customers and create an online store for unique offers narrow target audience. Developed model of e-loyalty. The modified system of evaluation of e-satisfaction levels, e-trust, e-loyalty is based on qualitative analysis of their preferences based on methodological aspects of research essential attributes committed to enterprise customers