IMPROVING THE COMMUNICATION POLICY INDIVIDUAL KULCHYTSKYI K.V. (COFFEE HOUSE № 1)

Further development of the market processes in Ukraine, creating prerequisites for its successful integration into the global economic community requires significant changes in determining the priority forms, methods and directions of economic activity. The beginning of the XXI century is characterized by fundamental changes in the economy of Ukraine, which significantly affect the principles of its functioning Today our country is moving towards an informational, post-industrial stage of the society development, where information is becoming one of the priority types of the resources. According to the domestic and foreign experts, industrialized countries lose up to 10% of their national product annually due to a lack of necessary information. As a result, today the availability of information is put forward among the critical factors for the commercial success of business activities and creates prerequisites for winning the competition. In this situation, the entrepreneurs and scientists are of considerable interest to the modern marketing concept of the management and advanced methods and forms of marketing influence on the formation of the market demand and competitive position of the enterprise. In the context of the growing role of non-price forms of the competition, the rapid development of the information technologies, an effective system of marketing communications is becoming a key factor in ensuring the competitiveness of many enterprises both in the domestic and international markets. It is a complex and dynamic process characterized by an increase in the use of various communication tools, the emergence of new tools for the information impact. The key to the success of a high-tech enterprise in the market is its competence to optimally organize the interaction of many elements of this system, determine the most forceful and effective types of marketing communications and the ability to effectively manage them.