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Journal: Herald of Kyiv National University of Trade and Economics (Vol.87, No. 1)

Publication Date:

Authors : ;

Page : 29-38

Keywords : state administration; connection; communications; marketing; communication; administration mechanism; marketing communications.;

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We consider the current state of development of methods and means of state administration of marketing communications and level of scientific research of this phenomenon as a factor of the success of any organizational systems. The main direction of overcoming the paradoxical contradictions of our time that are arising between the activities of producers who have invested considerable effort in the creation and improvement of new products, and consumers who are experiencing stress due to randomness of advertising and reloads of market with counterfeit, various psychological factors. Many issues relating to problems of formation of effective mechanisms of government management of marketing communications were still omitted by the researches of this phenomenon because of significant differences of theoretical views on the very nature of communications. Thus, the formulation of new regulations on the implementation of mechanisms of state control of marketing communications should be based on studies of similar phenomena in the works of authors from different fields, including legal, purely administrative, social, political and so on. Thus, the analysis of government management of marketing communications enables to formulate the key findings discussed in the article: State management of marketing communications should be used to improve the concepts of democratization of power, administrative reform, etc., besides marketing communications facilitate orientation of government to the needs of consumers, on the development prospects of the country and its economy efficiency. In it's turn, further study of the problems of state management of marketing communications should focus primarily on the analysis of the system characteristics of this phenomenon in a complex and ambiguous social and economic transformations.

Last modified: 2016-10-27 17:20:03