The model of marketing communications mix for commercial enterprises in the field of informal education

The authors represent the model of marketing communications in the field of informal education which has combined the advantages of each of the six elements (advertising, direct sales, sales promotion, public relations (PR), exhibitions, internet promotion) into a single effective mix. The results of the conducted marketing research related to the market of informal education are represented in the article. The objects of the research are commercial enterprises: Autoprieks/Credo and Fortuna, which are the leading driving schools of Latvia. The carried out survey has proved the relevance of marketing communications mix used by the abovementioned driving schools and identified the leader in recognition among consumers which is Autoprieks/Credo. Further recommendations are given to Autoprieks/Credo in order to maintain the company’s leading position in the market of informal education in new quality.