COMPOSITION OF THE MARKETING COMMUNICATIONS COMPLEX OF A MODERN ENTERPRISE

The complex of marketing communications is defined as an important factor in the effective interaction of an enterprise with the audience to achieve its marketing goals. Traditional communication tools that are still effective today are defined. The article describes innovative tools of Internet marketing and Internet communications, namely: adversarial, guerrilla, viral, buzz, horror, provocative and parasitic marketing, ambient media, etc. The key role of platforms as carriers of CCM elements is pointed out.