The mеthodology of carrying out strategic control over the company intergrated marketing communications management

Abstract

In the process of adapting the principles of entrepreneurship to the information society a special place is given to the development of new principles, methods and models of management of marketing communications. The main preconditions for the implementation of strategic management of integrated marketing communications have been described. The basic concepts and components of integrated marketing communications have been reviewed. The place of strategic control in the integrated marketing communications management system has been defined. A conceptual model for integrated marketing communications has been presented. Strategic management of marketing communications has been regarded as a dynamic aggregate of five interconnected stages of the managerial process. The following main stages of the process of carrying out strategic control over integrated marketing communications have been developed: strategic control over management of integrated marketing communications at the corporate level; strategic control over management of integrated marketing communications at the business level; strategic control over management of integrated marketing communications at the functional level. A model of assessing a possibility of achieving strategic goals in the sphere of managing integrated marketing communications and a model of assessing the efficiency of managerial strategies of integrated marketing communications have been offered. Advertising goals have been characterized based on the company development strategies. A matrix of the marketing communication policy efficiency has been constructed. Marketing communication strategies and integrated marketing communication strategies have been proposed depending on the product life cycle.