Marketing communications in companies as an instrument of influence on consumer behavior

UDC 339.138

Authors

Almaeva D.A.

Abstract

The study of consumer behavior is an integral part of the activity of any company, the purpose of which is to attract new customers and build brand loyalty. This article is devoted to the consideration of marketing communication tools, such as advertising, branding and public relations, to influence consumer behavior, promotion strategy as a component of the marketing mix and the main types of marketing communications, as well as analysis of the use of these tools by foreign companies with specific examples.

Keywords

marketing mix, marketing, marketing mix, marketing communications, advertising, branding, public relations.