Application of integration of BTL-communications in the program of management of effective marketing activities of an enterprise
https://doi.org/10.46845/2073-3364-2022-0-2-34-42
Abstract
The article discusses the main stages of developing an integrated media plan and the process of integrating BTL communications into a promotion management program. A marketing program for improving management efficiency has been developed, which includes a set of brand promotion activities with a multimedia plan designed to adjust the costs required for the campaign through integration. The economic efficiency of the program activities was assessed using the ROI model.
About the Authors
V. G. Moiseeva
INOTECU FGBOU VO "KSTU"
Russian Federation
Russian Federation
Viktoriya G. Moiseeva
Kaliningrad
M. G. Molchanov
INOTECU FGBOU VO "KSTU"
Russian Federation
Russian Federation
Kaliningrad
References
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Review
For citations:
Moiseeva V.G., Molchanov M.G. Application of integration of BTL-communications in the program of management of effective marketing activities of an enterprise. Baltic Economic Journal. 2022;(2(38)):34-42. (In Russ.) https://doi.org/10.46845/2073-3364-2022-0-2-34-42
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