Communication Policy in the Marketing System

Abstract

Nowadays replace the promotional comes marketing, consumer-oriented. In this regard, particular importance purchase the marketing communications as a promising course of action the company, directed the planning and implementation of interaction with all stakeholders on the basis of a marketing system based policy management of a complex communication tools. This article analyzes the nature of the communication marketing, presents the components and levels of communication policy of the company, as well as the communication effect of different types of marketing communications.