Vedmid N. Management of system of marketing communications in tourist enterprises

The dissertation is devoted to the resolve of theoretical, methodological and organizational questions of management of system of marketing communications in tourist enterprises on the basis of the concept of the integrated marketing communications. The theoretical assense and necessity to consider specific factors, during desining a sistem of marketing communication management, are prooved in the work; the complex model of communication process and marketing communication process is developed in view of strategic and integrated approach; the contents of the basic stages of management of the marketing communications is concretized; the offered integrated model of the marketing communications permits to define(determine) principles of formation of a control system of marketing communications in the tourist enterprises. The three-level model of organization of communication activity of tourist organizations of Ukraine and economic-mathematical models for optimization of structure of expenses on the marketing communications and forecasting of volume of the incomes of the tourist enterprises are developed in the work.