Lazebnik M. Mechanism of formation of a complex of marketing communications of an industrial enterprise

The dissertation is devoted to the substantiation of theoretical and methodological positions and the development of scientific and practical recommendations for the construction of a mechanism for the formation of a complex of marketing communications of food industry enterprises for the use of marketing of partnership relations. According to the results of the research, theoretical approaches to the definition of a complex of marketing communications have been developed. This allowed us to consider its essence as: a set of formal and informal integrated means of information influence on target customers, staff of the enterprise and other stackolders, which are used in marketing activities of the enterprise for the realization of the set goals. The classification of components of a complex of marketing communications of the enterprise is developed. The system-universal approach to building a mechanism for forming a complex of marketing communications of food industry enterprises has been improved. The mechanism is considered as an adaptive administrative process, implementation of which is carried out in accordance with the prescribed procedures, namely: formulation of communication goals; informational support for the choice of a communication strategy and the formation of a marketing communications plan; preparation and acceptance of managerial decisions in the field of marketing communications; implementation of the marketing communication strategy and control over its implementation; which is aimed at building long-term partnerships between the company and its stakeholders.