MARKETING COMMUNICATION MANAGEMENT: DEVELOPMENT OF A COMPLEX FOR THE FORMATION OF LOYALTY AND MOTIVATION OF CONSUMERS

Abstract

The article considers the possibilities of marketing communication management in the sphere of client loyalty formation and consumer motivation. The problem of consumer behavior in modern conditions is very topical and significant, and the management impact on the process of its formation and adjustment is quite complex and multi-level. Consumer behavior is influenced by a number of factors which are acting in integrated nature: motives of the consumer (formed on the basis of his own experience), his environment, marketing activity of business, including communication. In this work, the emphasis is made on possibilities of communication marketing impact. The author proposes an algorithm for development and implementation of marketing communication complex for the formation of customer loyalty. This algorithm is recommended to apply when planning communication campaigns and conducting communication activity of business entities on a permanent basis. The algorithm includes a number of stages with sequential-parallel actions, ensuring harmonious implementation of the complex for the formation of customer loyalty into the structure of the existing system of marketing communications of the company.