Development Priorities and Trends of Integrated Marketing Communications in Russia

The paper is devoted to the analysis of the problem of integrated marketing communications in the XXI century: the formation and integration of marketing communications in the complex of companies' promotion, their effectiveness in the conditions of Russia. The theoretical aspects of integrated marketing communications are investigated. We showed the model of the communication process in a developed system marketing with an integrated complex of communications. We made the conclusion that for Russian companies integrated marketing communications can provide substantial savings on the promotion of goods and services, achieved by the fact that integrated marketing communications allows to combine and optimize budgets for different tools and areas, avoid duplication and fragmentation of messages, creating the favorable image of communicator