Science publications

The urgency of writing the paper is caused by fierce competition between offline and online types of business. Nowadays consumers have 24-hour access to information regarding the main characteristics (size, material of manufacture, design features), prices and benefits for the products and services that interest them. Therefore, it is necessary to plan the necessary communication policy tools for a long period of time. Large-scale enterprises operate different businesses, and there is a need to integrate their communications with consumers. Due to the fact that the goals of individual enterprises should not be different from the overall communication strategy of a large-format enterprise, in order to achieve a common goal, all entities represented in a large-format enterprise need a synergistic application of the marketing communication strategy.