Full Article: PDF
Scientific Object Identifier: http://s-o-i.org/1.1/TAS-05-121-6
DOI: https://dx.doi.org/10.15863/TAS.2023.05.121.6
Language: English
Citation: Mirzajonova, M. D. (2023). The essence of the concept of marketing communication in marketing. ISJ Theoretical & Applied Science, 05 (121), 36-39. Soi: http://s-o-i.org/1.1/TAS-05-121-6 Doi: https://dx.doi.org/10.15863/TAS.2023.05.121.6 |
Pages: 36-39
Published: 30.05.2023
Abstract: This article describes the current role of marketing communication, the main means of communication with consumers of a modern company. In order to understand the essence of marketing communications, the scientific approaches of foreign and local scientists were studied. The main goals, elements, several classifications of marketing communications and the main types of communications have been studied, divided into separate groups. As a result of the conducted research, it is scientifically and practically based that the complex of marketing communications consists in developing and combining the actions of the organization to achieve marketing goals. In order to open wide opportunities for marketing communication of modern companies, scientific-theoretical proposals have been developed to improve the marketing management of enterprises in any field, and at the same time, to properly organize traditional marketing communications.
Key words: marketing communication, communication complex, model, encoding, decoding, feedback, cognitive level, advertising, personal selling, branding, internet marketing.
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