Integrated Marketing Communications in the Sphere Agricultural Industry in Russia

Abstract

The paper deals with problems of forming integrated marketing communications. We focused on key principles of the integrated marketing communications. In our opinion, integrated marketing communications integrates the business strategy as a whole with the needs and activities of the individual consumer. Integrated marketing communications coordinates all business communications within a set of marketing communications. We made the conclusion that there is significant difference between the integrated marketing communications and the more traditional, functionally oriented activities. This difference lies in the fact that the integrated marketing communications should in one form or another affect the behavior of the target audience. The main difference is that integrated marketing communications are planned, developed, analyzed and evaluated based on their influence on the behavior of a particular consumer.