Adelina Kotovskova

The article discusses the prerequisites for the transition of companies to the concept of integrated marketing communications, presents modern scientific views on the concept of "integrated marketing communications". The author justifies the relevance of using an integrated approach to promoting the company's products and services based on the characteristics and comparisons of various marketing communications tools. Marketing communications should be considered from the standpoint of the general theory of communications, because marketing is just one of the components of communications theory or a form of human communication.