Use of the marketing communications and pr-management in the modern socio-economic conditions as the tool for evaluation of the company competitiveness: practical aspects

The interrelation of marketing communications, PR-management and competitiveness has been studied. The practical issues of application of PR-management in the formation of the development strategy of the organization (enterprise) in the modern conditions of the society, economics and business development have been examined. Methodological tools with regards to the requirements of the economic environment of the company economy have been investigated. The methodology of public relations (PR) as the area of activity (in particular, a methodology for assessing public opinion and consumer loyalty to STI — specialized sales network in the region) has been examined. With regards to the marketing communications, the analysis of formation of the consumer preferences and customer loyalty to the specialized trade network has been performed; the factors the most influencing the consumer attitudes to commercial enterprise have been highlighted; the recommendations for improving the functioning of the organization and its competitiveness have been developed.

marketing communications, competitiveness, management, public opinion, consumers, loyalty, consumer preferences, consumer loyalty, factors, parameters, direction of behavior, PR-activities, PR-campaign