Gut O. Enterprise as a subject on the market of marketing communication

The object of research is marketing communication market as a sphere of enterprise activity in the aspect of marketing management. Te aim of dissertation work is to develop theoretical base of enterprises functioning as subjects of marketing communication market, and also to offer practical recommendations: how to increase the efficiency of management by marketing communications of enterprises. In the work were used general scientific methods: analysis and synthesis – to research the structure of marketing communication market, structure of marketing communication process; scientific abstraction – to show the influence of marketing communications on consumer behavior; graphic analysis – to provide features of co-operation: demand and supply at the marketing communication market; expert estimations – for research of expedience of the using different communication instruments. Theoretical meaningfulness of research consists in determination of necessity to divide influence of marketing communications (selection of own communication efforts and competition) on demand and price elasticity, that has by investigation the influence on sale enterprise activity. In the dissertation work a transition mechanism is developed to the client-based model frame by an enterprise in an of communication subsystem, which is the necessary element to create competitive edge of enterprise. The scientific novelty of the results consists in complex determination of features of marketing communication market, his influence on marketing activity of enterprise, recommendations of improving marketing management by marketing communications: first is carried out, selection of marketing communication influence which are initiated by enterprises on demand and price elasticity after directions of own and competition marketing communication measures, possibilities of appearance of double sale effects; classification of marketing communication streams is first  developed after criteria: subject-initiator, having a special purpose setting ofsignal, subject-recipient, of communication space, and also represented structural filling of these streams; first  described the basic signs of client-oriented initiative-strategic model frame by an enterprise and the mechanism of transition of the Ukrainian enterprises to the noted model; the mechanism of management by a rich constituent in content of the permanent-cyclic marketing communication system of retail enterprises is first offered; the dynamic model of market subject co-operation of demand and supply is improved  in a part of selection of basic steps (introduction, grows and maturity);carried out reasons and features of co-operation of subjects in the context of market dynamics of marketing communication services; definition of marketing communication streams is improved in the process of competition co-operation of market subjects: direct (first level of marketing communications) and mediated (second level of marketing communications) of communication streams are selected; the market analysis ofmarketing communication services in part of proving double role of having a special purpose audience of enterprise-customer as an object of influencing and subject of meeting interest to marketing communications; definition of base and technological (first and second level) subjects, and also market product.