РАЗРАБОТКА ОПТИМАЛЬНОЙ КОММУНИКАЦИОННОЙ ПОЛИТИКИ КОМПАНИИ В СФЕРЕ УСЛУГ

Abstract

In this article based on an analysis of existing methods of communication policies of the company: advertising, PR, personal sales and sales incentives the optimal strategy for the development of the company in the service sector is determined. The methods that generate the fastest and long-term result are identified, assessment of the effectiveness of these methods is made, both to increase sales of the company and to improve its image and recognition. The analysis revealed that the most effective is the integrated use of all basic methods of communication policies, but in varying proportions - in a more efficient and cost-effective methods should spend more money and effort, but that should not be forgotten on the methods that bring more tangible results in the long term.