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Purpose: development of comprehensive evaluation of marketing communications implemented in the Internet. Discussion: considering the various tools of marketing communications, the authors pay special attention to the nature of their impact on the company's profit. It is noted the existence of problems of evaluating the effectiveness of individual communication tools both online and offline, as well as the presence of effects of grace, and leading indicator. Results: we show that for integrateddoi:10.17308/meps.2015.12/1355 fatcat:z3ueyiv3bfgx5jzxgg62evmuhq