MARKETING COMMUNICATIONS IN THE SYSTEM OF MEANS OF PROMOTING SOCIAL AND CULTURAL PROJECTS

The basis of any commercial activity is to attract customers, establish long-term relationships between them and the company. One of the most actual marketing goals is the formation of effective interaction with the customer, consumer, marketing environment. Such cooperation is aimed directly at the production and promotion of a product or service to the market. At the same time, more attention is paid to the classification of marketing communications on various grounds in the context of their characteristics. This article is devoted to marketing communications, considered as a tool for ensuring sustainable development of an enterprise in the system of promoting social and cultural projects. The article considers the promotion process as one of the leading social and cultural spheres in the marketing system. The carried out research allows to consider various variants of advancement of services of the enterprise. Also, the relevance of the use of the marketing communications system as an active component of marketing activities, which has an impact on the formation of demand, the modification of the behavior of buyers, providing a long-term development of the company.