Abstract:
The article examines topical issues of improving the system of marketing communications, which are associated with the development of marketing theory, market transformation and changing of the consumer behavior. The authors analyzed approaches, which are existed in scientific literature, to the interpretation of «marketing communications» and detected their limitations. Based on the results of the analysis, the authors draw the conclusion about the expediency of the approach to the essence of marketing communications in the context of relationship marketing as a system, which includes both external and internal communications. The authors concluded that along with the traditional interpretation of «marketing communications», which is emphasized on unilateral impact on the consumer, it is advisable to consider this concept in the context of the conception of customer involvement into the company’s activities.
