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Trends in TNC marketing communications strategies

Chernova Veronika   (Peoples’ Friendship University of Russia)

Starostin Vasily   (State University of Management)

Zobov Alexander   (Peoples’ Friendship University of Russia)

The article studies the problem of changing the global communication strategies of the largest transnational corporations. The preconditions for their change in the market of consumer goods are singled out. Presented is the author's vision of the content of the global strategy of marketing communications. Structural features of financing global marketing communications strategies are singled out. Trends of financing of communication strategies in the Russian market of consumer goods are revealed. The author identifies the reasons for the change in TNC communication strategies associated with the change in consumer behavior, the influence of the innovation factor in this process is noted.

Keywords:marketing communication strategies, transnational corporations, consumer goods
 

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Citation link:
Chernova V. , Starostin V. , Zobov A. Trends in TNC marketing communications strategies // Современная наука: актуальные проблемы теории и практики. Серия: ЭКОНОМИКА и ПРАВО. -2017. -№10. -С. 49-55
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