The matter of investigation is the processes of marketing communications in the system of organization management. The subject of investigation is the mechanism of effective management of marketing communications of enterprise. The purpose of thesis is improvement of theoretical basis, development of scientific and methodological ways and practical recommendations concerning the efficiency increase of marketing activity of enterprise based on the marketing communications management. Theoretical foundation of investigation is basic principals, scientific statements and modern developments of theories of communication, information, management, making decisions and marketing. The following principals were used in the investigation process: the p. of structure of general connections and development which allowed consider marketing communications as one of the functions of management of enterprise market activity; abstraction principal - for the separation of management functions related to marketing communications which helped to form methodical basis of their management process. Besides, such general scientific and special methods are used in this work: visual graphical - for submitting of the results obviously; statistical method - for the presenting of the dynamics of communications market; classification method - for classification of communication means; method of system analysis and synthesis, induction and deduction - for analysis of models and the methods of management of communication process; abstractive and logical method-for theoretical ground and foundation of conclusions. The scientific newness of the received results concludes in development and improvement of organization and economic mechanism of management of marketing communications of enterprises for the purpose of efficiency increase of their market activity. At the same time: first:- the model of communication process of the company, in which the sender of message in the organization of communication process is having a role of communicator selecting, the forming of communication purpose and control of message transfer effect, is proposed; organizational and economical mechanism of management of marketing communicational process which consists of main stages and consequence of their coming for initiator - for enterprise structure, beginning form purpose forming, it's formalization and creation of efficiency estimation method to taking a decision concerning its correcting or forming the following purpose in case of effect achievement, is proposed; - indices system of efficiency estimation of company's communication activity which consists of set of elements that allow to control parameters of key stages of marketing communication process, is proposed; it is improved: - existing technical communication models with their further adaptation to modern interpretation of marketing communications as the object of management; the following were developed: - understanding structure concerning the management of marketing communications: the messagesender, communicator, receiver, the purpose of communication, message, back connection, effect of communicational process, which are in base of development of mechanism proposed; - the model of purposes and effects of communication, according to which the final purpose of communication influence is turning the receiver into the state of inclination, expressed in his readiness to execute recurring actions (purchase), and keeping him in such condition. Scientific and methodical approaches and practical recommendations received in the result of investigation, help to organize effectively the process of management of marketing communications of enterprise. The results of scientific research are effectively used at the following Ukrainian enterprises: LTD "Argopromtechnika", (certificate №399 dd 01.09..2005), LTD "Agro-sous-Zaporizhzhya" (trade mark "Agro-sous") (the certificate №304-К dd 05.11.2005), LTD "Molochnyj dim" (trade mark "Fanni") (the certificate №1021 dd 19.10.2005). Scientific and methodical results of investigation are also used in the teaching process while teaching the following subjects "Marketing communications" and " Trade logistics" in Dnipropetrovs'k university of Economics And Law (the certificate №929 dd 03.11.2005).
