MARKETING RESEARCH AS THE BACKGROUND OF THE INTEGRATED MARKETING COMMUNICATIONS OF THE LATVIAN COMPANIES IN THE TERMS OF GLOBALIZATION.

The authors of the article prove the necessity of integrated approach to marketing communications in the conditions of globalization. The authors emphasize information support of marketing decisions as the main factor that determines the efficiency of integrated marketing communications management. As the result, specifically marketing communications become the basis of efficiency of integrated marketing communications on today's stage, that is proved with the results of interrogation of Latvian companies' representatives, carried out under the authors' guidance. [ABSTRACT FROM AUTHOR]