Romanenko O. Marketing communication strategies of enterprises in the information society

Conceptual lays of marketing communication strategies in the information society are formulated in the dissertation, they are based on the system of view on the object, subject, tools, functions and principles of their implementation, the categorical-conceptual apparatus is clarified. The model of estimation of efficiency of marketing communication strategy at the enterprise is developed that is based on the usage of digital marketing technologies and the meaningful model of its automated system. The methodical approaches to the classification of marketing communication strategies in the information society and indicators of evaluation of its economic and communication efficiency, the usage of the system of web analytics at the enterprise and marketing audit of the Internet resource, evaluation of its potential on the basis of the factor model have been improved. The scientific developments of consumer behavior in the part of determining the impact on it factors such as the Internet and digital channels, the characteristics of the information society and the institutional and technological foundations of its development in Ukraine, systematization of the principles of world trends in the development of food industry enterprises as those that meet world standards of safety and quality of food products and those that are formed under the influence of the introduction of innovations and modern marketing communication strategies using information and communication technologies that need to be used by Ukrainian enterprises in this industry have been further developed.