Modern advertising technologies: global trends and russian experience. Textbook.Sovremennye reklamnye technologii: global′nye tendencii i rossijskij opyt. Učebnik

The textbook is focused on the study of modern communication technologies in the international activities of world leading companies. Four chapetrs of the textbook allow to study the role of communication policy in the sustainable development of the modern companies, mechanisms and tools, including branding, advertising strategies, public relations, sales promotion, direct marketing as key areas in maintaining ATL-, BTL- and TTL-strategies. The textbook is intended for international students of MGIMO joint masters programs and studying the course Modern advertising technologies. Učebnik prednaznačen dlja izučenija sovremennych kommunikacionnych technologij v meždunarodnoj dejatel′nosti kompanij. Rassmatrivajutsja osnovnye tendencii razvitija sovremennogo reklamnogo rynka, reklamno-kommunikacionnye instrumenty, brending i drugie reklamnye technologii, primenjaemye v sfere ATL-, BTL- i TTL. Dlja inostrannych studentov MGIMO, obučajučšichsja po sovmestnym magisterskim programmam i izučajučšich kurs «Sovremennye reklamnye technologii».