ІНТЕГРАЦІЯ ІНТЕРНЕТ-МАРКЕТИНГОВИХ КОМУНІКАЦІЙ
INTEGRATION OF INTERNET MARKETING COMMUNICATIONS

Summary/Abstract: The author deals with the scientific approaches to definition «integration», reasoning the increased interest to this scientific understanding. The author analyzes the nature and benefits of integrated marketing communications complex, studies its features, associated with the development of the Internet. Factors which should be considered when implementing integrated Internet marketing communications (IInMC) are specified. Given this, proposed IInMC are differentiated at organizational, technological and informational, social, ethical, regulatory groups. The author concludes that development of IInMC is advisable to generate a unified concept of personalization and customization, through which trading enterprises interact with customers and perform coordination of sales and marketing activities to achieve maximum results.

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