Понятие интегрированных маркетингов

Понятие интегрированных маркетинговых коммуникаций до сих пор относится к категории малоизвестных широкой аудитории, несмотря на то, что соответствующая управленческая концепция развивается уже более шестидесяти лет. Основной задачей создания нового подхода являлась необходимость системного управления функцией маркетинга в коммерческих компаниях.

Определение бюджета маркетинга и оценка эффективности затрат на рекламу и PR до сих пор является настоящей головной болью руководителей предприятий. В большинстве случаев это связано с тем, что маркетинговые мероприятия носят точечный характер и, как следствие, отсутствует корректная статистическая база, необходимая для отслеживания взаимосвязей динамики основных показателей деятельности предприятия и параметров информационных воздействий на рынок.

Под маркетинговыми коммуникациями понимается управление процессом продвижения товаров и услуг на всех этапах: перед продажей, в момент покупки, во время и по завершении процесса потребления. Системы маркетинговых коммуникаций должны разрабатываться индивидуально для каждого целевого рыночного сегмента и содержать в себе не только механизмы передачи информации для целевой аудитории покупателей, но и функции обратной связи покупателя с продавцом товаров и услуг. Именно анализ данных обратной связи позволяет оценивать эффективность вложений средств в маркетинговую кампанию.

Результаты (английский) 1:

The concept of integrated marketing communications still belongs to the category of lesser-known to a wider audience, despite the fact that the relevant management concept has been developing for more than sixty years. The main task of creating a new approach was the need for system management function of marketing in business companies.Definition of marketing budget and evaluate the effectiveness of advertising and PR is still a real headache of Heads of enterprises. In most cases this is due to the fact that marketing activities are pinpoint in nature and, as a consequence, there is no valid statistical base required for tracking linkages Dynamics enterprise key performance indicators and parameters information impacts on the market.Under the marketing communications refers to the management of the process of promoting goods and services at all stages, before they are sold, at the time of purchase, during and after the process of consumption. Marketing communications system must be designed individually for each target market segment and contain not only the mechanisms for transferring information to a targeted audience of buyers, but also the functions of feedback the buyer from the seller of goods and services. Data analysis feedback allows you to evaluate the effectiveness of investment in a marketing campaign.

Результаты (английский) 2:

The concept of integrated marketing communications still falls into the category of little-known wide audience, despite the fact that the relevant management concept has been developing for more than sixty years. The main objective of the creation of the new approach is the need for system management function of marketing in the commercial companies. The definition of marketing budget and assessment of the effectiveness of advertising expenses and PR is still a real headache business leaders. In most cases, this is due to the fact that marketing activities are targeted nature and, as a consequence, there is no correct statistical base necessary for tracking the relationship dynamics of the basic indicators of activity of the enterprise and information impacts on market parameters. Under the marketing communications meant control of the process of promotion of goods and services at all stages prior to sale, at the time of purchase, during and after consumption of the process. Marketing Communications systems should be developed individually for each target market segment and contain not only the data transfer mechanisms to the target audience of buyers, but also the buyer's feedback function with the seller of goods and services. It is the analysis of feedback data makes it possible to assess the effectiveness of investment funds in the marketing campaign.

Результаты (английский) 3:

the concept of integrated marketing communication, still belongs to the category of little-known general audience, despite the fact that the managerial concept is developed for more than sixty years. the main objective of the new approach was the need for the system management function of marketing in business companies.the definition and evaluation of the cost effectiveness of marketing budget on advertising and pr is still a real headache enterprise managers. in most cases, this is due to the fact that marketing activities are focal in nature and, as a consequence, there is no correct statistical framework required to track the relationship of the basic performance parameters of the enterprise and information impacts on the market.under the marketing communications is the management of the promotion of goods and services at all stages: before the sale, purchase time, during and after the process of consumption. the system of marketing communications should be designed individually for each target market segment and contain not only the mechanisms for transferring the information to the target audience of buyers, but also the functions of feedback the buyer with the seller of goods and services. the analysis of the feedback data allows to evaluate the efficiency of the investment in marketing campaign.