Investigation of Integrated Marketing Communications to the Buyer in the Retail Trade Network

Authors

  • Alla Lialiuk Lesya Ukrainka Eastern European National University , , , Східноєвропейський національний університет імені Лесі Українки
  • Ivanna Koniukh Lesya Ukrainka Eastern European National University , , , Східноєвропейський національний університет імені Лесі Українки

DOI:

https://doi.org/10.29038/2411-4014-2016-04-54-59

Keywords:

integrated marketing communications, retail trade network indicator RMI, efficiency IMC

Abstract

Overview scientific approaches to the specific functioning of integrated marketing communications at point of sale; described five major influence over buyers in the retail trade network; results of research and analyzes the effectiveness of the impact of integrated marketing communications in the retail trade network shoes «Chobitok».

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Published

2016-11-28

Issue

Vol. 4 No. 8 (2016): Економічний часопис Східноєвропейського національного університету імені Лесі Українки

Section

ECONOMICS AND ENTERPRISE MANAGEMENT

How to Cite

[1]
2016. Investigation of Integrated Marketing Communications to the Buyer in the Retail Trade Network. Economic journal of Lesya Ukrainka Volyn National University. 4, 8 (Nov. 2016), 54–59. DOI:https://doi.org/10.29038/2411-4014-2016-04-54-59.