FORMATION OF THE ENTERPRISE MARKETING COMMUNICATION SYSTEM BASED ON ADVERTISING MANAGEMENT, INTERNET MARKETING, AND BRAND MANAGEMENT

Abstract

The article examines the theoretical aspects of forming an enterprise marketing communications system in the context of economic digitalization and the transformation of the modern business environment. The necessity of comprehensive integration of advertising management, internet marketing, and brand management as the foundation of an effective enterprise communication policy is substantiated. It is determined that modern marketing communications serve not only as a tool for promoting goods and services, but also as an important factor in creating competitive advantages, increasing brand awareness, developing customer loyalty, and ensuring the stable functioning of an enterprise under conditions of intense competition. The paper analyzes the main components of marketing communications. Their functional purpose and role in ensuring interaction between the enterprise and the target audience are investigated. The main functions, tools, and objectives of advertising management, internet marketing, and brand management, as well as their interrelation with the formation of the marketing communications system, are examined. Special attention is paid to the integration of advertising management, internet marketing, and brand management tools into a unified marketing communications system. The authors propose an original model of the enterprise marketing communications system, which reflects the relationship between the external environment, advertising management, internet marketing, brand management, and the process of communication interaction with consumers. It is proved that a comprehensive approach to the formation of marketing communications ensures increased enterprise competitiveness, the creation of a positive image, growth in demand, and strengthening of the enterprise’s market position. The practical significance of the obtained results lies in the possibility of their application for creating an effective integrated system of enterprise marketing communications.