THE MANAGEMENT MODEL OF THE MODERN COMPLEX OF MARKETING COMMUNICATIONS

Abstract

This article investigates modern marketing communications with the emphasis on the importance of creating a model of communication management aimed at improving the results of market participation of the organization. Studying the transformation of the national economy, the trends of concentration of industrial and financial capital, digitalization and customer focus of national business are rightly noted. The author logically highlights the dominance of Internet advertising in the modern complex of communications, which for the first time in 2018 was ahead of TV advertising in terms of sales. Scientific novelty lies in the proposed model of management of a modern complex of marketing communications, which will allow management to increase the quality of customer service. Attention should be paid to the author’s emphasis on the importance of activating the feedback in the proposed model to adjust management decisions as a guarantor of the formation of demand, financial stability of the organization and the image of the organization.