Integration of BTL-Marketing Tools in the Complex Marketing Communications

Tsarenko Elena Sergeevna, Postgraduate Student, Southern Federal University, Rostov-on-Don, Russia

Интеграция инструментов btl–маркетинг в систему маркетинговых коммуникаций - View in Russian

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Abstract:
The article considers the process of integration of BTL-marketing technology in the set of integrated marketing communications and identifies the tools of its practical implementation.

Keywords:

ATL-based communications, BTL-marketing, evaluation of effectiveness of interventions, integrated marketing communications, TTLcommunication
Citation:
Elena Tsarenko (2012). Integration of BTL-Marketing Tools in the Complex Marketing Communications [Integratsiya instrumentov btl–marketing v sistemu marketingovyh kommunikatsiy]. Russian Journal of Entrepreneurship, 13(18). (in Russian)..


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