Open AccessMANAGEMENT OF CORPORATE MARKETING COMMUNICATIONS AND THEIR BUDGET
Author(s) -
E.A. Shchetinina
Publication year - 2021
Publication title -
èkonomičeskij vektor
Language(s) - English
Resource type - Journals
ISSN - 2411-7269
DOI - 10.36807/2411-7269-2021-1-24-64-70
Subject(s) - marketing communication , corporate communication , business , product (mathematics) , marketing , communications management , process management , management science , economics , corporate governance , geometry , mathematics , finance
The article develops the topic of management of corporate marketing communications, taking into account modern conditions and new trends. The author examines the problems associated with communication strategies for various groups of clients, as well as with the assessment of their costs. Approaches to the formation of a communications budget based on a number of factors are proposed, including the goals, objectives of the communication strategy, as well as the stages of the life cycle of a product and an organization. The structure of communication costs by type and place of origin is proposed, ways of their reduction and optimization are described.