FORMATION OF THE INTERNATIONAL MARKETING COMMUNICATION OF THE ENTERPRISE

Abstract

The article presents the main features of international marketing communication. The communication policy determines through which methods and by means of which the product will be promoted to the market. Promotion is any method used by a company to familiarize consumers with a product, inform them, convince and remind them of their service or product. In the conditions of a market economy, deep knowledge of the market and the ability to accurately use modern tools in the existing situation are especially important for the successful operation of business entities. A set of such tools forms the basis of marketing. The system of international marketing communications is a system of organizing all the activities of a company or corporation in the development, production and sale of goods or services based on comprehensive research of the market and the real needs of buyers in order to achieve high commercialization. The purpose of the work is to determine the peculiarities of the formation of a complex of marketing tools of international marketing communication for the enterprise. The formation of international marketing communication in the conditions of an inclusive economy is also studied. As a result of the study, it was proved that in the conditions of an inclusive economy, when the satisfaction of consumer needs comes to the fore, which is a component of the concept of individual marketing and leads to the formation of the latest communication tools, the individualization of the communication toolkit acquires special importance. Thus, it is possible to include Agile marketing as one of the main tools of marketing communications. Today, Agile marketing is one of the tools of international marketing communication policy and ensures flexible adaptation of marketing actions to changes in the global economic space. It is such a toolkit that allows you to speed up marketing and management actions at an enterprise engaged in foreign economic activity.