The Role of Integrated Communications in Business Processes

The paper is devoted to the analysis of the role of integrated communications in business processes. We consider integrated communication as the meta-activity that pervades all spheres of society's existence. The importance of integrated communication in an organization is determined by the fact that it interacts with the external environment, characterizes the state of the internal environment and creates its informal structure. We focused on such features of integrated marketing communications as functionality, a clearly directed (targeted) audience and explicit goals. We made the conclusion that consideration of integrated communications in business as a scientific applied discipline allows us to talk about communicative approach to management, when all processes occurring in an organization are considered as relationships between people and groups. Thus the ideology of business communications as a science based on the already known approach to communications in management, in which this phenomenon in broadly presented as the continuous communication process for the purpose of making decisions and organizing their implementation