Khmarska I. The complex of marketing communications in commercial and business enterprises of light industry

The object of study: the processes of formation of the complex of marketing communication for different levels of partnerships. Objective: developing of integrated scientific and practical approach to the formation of complex of marketing communications of enterprises of light industry for different levels of partnerships. Methods: dialectical, analysis and synthesis, induction and deduction, structural-logical analysis, semantic analysis, systematic analysis, comparison, graphic, economic and statistical analysis, expert evaluation; matrix, fuzzy logic, economic and mathematical modeling. The novelty: for the first time developed and proposed to the implementation comprehensive approach in the use of marketing communications at different levels of partnerships, improved classification of marketing communications that unlike the existing ones, based on the isolation of their characteristics, species and toolkit, which is used in the process of its implementation, scientific-methodological approach to market research conducting, structural-logic schemes in the processes of the formation and implementation of marketing communications complex, scientific and methodical approach to the process of selecting the components of marketing communications complex. Scope of use: at the enterprises of light industry in Ukraine, including "Santa Ukraine", "Victoria 8", "Vitnel", "Bambi", in the activity of Ukrainian Association of Marketing at the forming of marketing communications complex and its implementation in commercial and economic activity of enterprises of light industry, in the educational process of the Khmelnytsky National University, Pervomaysky Polytechnic Institute in the Admiral Makarov National University of Shipbuilding.