Methodology for assessing the efficiency of integrated marketing communications

The article discusses the basics of integrated communications terminology. The elements of the structure of the product promotion complex and the conditions for its implementation are considered. A model is proposed for evaluating the effectiveness of the marketing complex and the quantitative expression of each element, both integral and value expression. It is recommended to separately reflect programs aimed at improving the process of providing services to the target consumer. The importance of managing integrated marketing communications on the results of commercial activity as a whole is determined.