УПРАВЛІННЯ МАРКЕТИНГОВИМИ КОМУНІКАЦІЯМИ ПІДПРИЄМСТВ НА СУЧАСНОМУ ЕТАПІ РОЗВИТКУ ЕКОНОМІКИ

The purpose of the study is to determine the main aspects of marketing communications management in the enterprises during the present stage of economic development. The article deals with the research of obligatory components for marketing communications management. Methodology of research. The study tasks are carried out with the help of general scientific and special research methods: dialectical approach, analysis and synthesis, systematization and synthesis. Findings. The basic principles for marketing communications management are developed; the basic aims for the management are formed; the basic functions for the management mechanism of marketing communications are specified. Practical value. The study proves that communications are both an independent management element and an integral part of marketing activities in the enterprise. There are highlighted the benefits the enterprise can acquire through the active use of marketing communications at strategic, tactical and operational levels. Keywords: enterprise, management, marketing communications, management principles, management functions, management objectives.