INTEGRATED APPROACH TO MARKETING COMMUNICATIONS IN A CHANGING ECONOMIC SITUATION

Abstract

This article examines the economic and political factors which influence consumer behavior in the Russian and Chelyabinsk region brand clothing market. Marketing policy of the brand-name clothing market is forced to undergo change, aiming to overcome crisis factors and adjust to new domestic and international economic factors and new client behavior. The necessity for a marketing company’s improvement is determined in two ways. On the one hand, it is the building of an updated, highly effective sales model, being aware of all of the nuances of consumer behavior that are occurring. On the other hand, businesses of the new economic reality are experiencing the need to implement innovative technologies earlier than ever which will allow for the lowering of expenses and increase product quality. The realization of a company’s marketing policy in a crisis depends on the use of an integrated approach to marketing communications. In order to fully grasp the possible array of integrated marketing communications (IMC), they must be divided into generalized groups: organizational-economic methods; informational-advertising; methods of creating interpersonal relationships; judicial methods.