The essence and meaning of integrated marketing communications in modern conditions

Abstract

This paper investigates causes, characteristics, principles and objectives of integrated marketing communications as a phenomenon of modern marketing paradigm. The main difference between the integrated marketing communications from the use of traditional tools of marketing is to create a synergistic effect from using them, and forming long-term customer loyalty, instead of solving the problems of traditional narrow distribution.
Key words: communications, marketing, complex synergy, loyalty, consumer paradigm.