| Summary: | <p>Based on disciplinary approaches to communications introduced by Professor R. Craig (University of Colorado) as well as taking into consideration different aspects of marketing activities, the authors define the place of marketing in each sector of communication studies. Attention is also paid to evolution of communication theory and terminology differences in the field. The topicality of the problem is evident as marketing communications remain out of communication studies’ field. The research results allow us to see the new sides of marketing as practice and academic discipline. They can be of interest to sociologists, marketers, mass media theorists and practitioners. The proposed scheme can help in studing marketing technologies in the context of their communications nature.</p><p><strong>DOI: <a href="http://dx.doi.org/10.12731/2218-7405-2013-9-53">http://dx.doi.org/10.12731/2218-7405-2013-9-53</a></strong></p>
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