Assessment of the role of the marketing communications complex in increasing sales volume

Abstract

The article deals with the analysis of theoretical and methodological bases of marketing communication research. The main methods used in creating a marketing plan are marketing strategies that bring together the conventionally disparate elements of a value proposition for a target market, giving the company a chance to reach its full potential. Adoption of the principles of communication with the revised target audience occurred as a result of the integration of the concept of marketing communications into marketing practice. The following marketing communication 
principles were taken into account: connecting the business strategy with the wishes and needs of customers; coordination of all communications in a set of integrated marketing communications; 
communicating with customers and obtaining feedback; and making sure the communications used meet customer expectations.