Тhe process of marketing communicative strategy development for enterprise Cover Image

Тhe process of marketing communicative strategy development for enterprise
Тhe process of marketing communicative strategy development for enterprise

Author(s): Yana Pochotova
Subject(s): Social Sciences, Economy, Business Economy / Management, Micro-Economics, Communication studies, Sociology, Socio-Economic Research
Published by: Кіровоградський національний технічний університет
Keywords: marketing strategy; marketing communications; marketing communicative strategy; brand; communication set

Summary/Abstract: This article presents the essence of marketing communicative strategy and its value for each entity. The main objective of forming a marketing communicative strategy is described. Moreover, its place in the hierarchy of strategic planning at the enterprise is determined. MCS components and their main content are defined. Step by step procedure for the formation of a marketing communicative strategy is offered. It is based on the sequence of strategic stages in the development process.