The article covers the essence and the key role of marketing communications in the market and business of nowadays, the trends of development of marketing communications – the growing popularity of the Internet, changes in the consumers communications, the increased importance of direct marketing, as well as the selection of marketing communications based on the stages of product life cycle. Attention is devoted to the types of marketing communications at a particular stage of buyers’ behavior. The authors availed of the results of their piece of research of 2011 where they used data of companies, polled consumers with the sample totality of 417 respondents, as well as performed an examination.
- marketing communication
- consumer behavior
Field of Science*
- 5.2 Economy and Business
- 1.2. Scientific article included in INT1 or INT2 category journal of ERIH database