MARKETING COMMUNICATIONS SYSTEM IN PR: CONCEPTION AND INSTRUMENTS FORMATION
Anisimov Aleksandr Yur'evich
National University of Science and Technology "MISIS"
Abstract. The article investigates the notion "marketing communications" and their role in contemporary socio-economic system. The main stages of the development and formation of integrated marketing communications are considered. The topicality of the communication activity of social enterprises as the basis of their interaction with outer environment is noted. The formation process of the social enterprise marketing communications is studied by the example of the educational institution activity.
Key words and phrases: маркетинговые коммуникации, интегрированные маркетинговые коммуникации, система маркетинговых коммуникаций (СМК), СМК социальной сферы, PR-деятельность, marketing communications, integrated marketing communications, marketing communications system (MCS),
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