У статті подано авторський погляд на розкриття сутності системи маркетингових комунікацій у сучасних умовах господарювання. Робиться акцент на особливостях основних (паблік рилейшнз, реклама, прямий маркетинг, стимулювання збуту) і синтетичних (інтегровані маркетингові комунікації на місці продажу, івент-маркетинг, виставка, брендинг) комунікаційних засобів, висвітлюється їх соціально-економічна роль, цілі та умови застосування.The article shows the author's view on the disclosure of marketing communications in modern economy. The emphasis is made on the features of the main (public relations, advertising, direct marketing, sales promotion) and synthetic (integrated marketing communication at the point of sale, event marketing, exhibition, branding) communication tools, their social and economic roles, purposes and conditions of use. In particular, public relations is a communication process aimed at establishing relationships with community groups (target and potentially target, as well as the formation of positive image of the company. Direct marketing − is a tool of communication that forms a relationship with the target audience by building long-term partnership between the company and personally marked by physical and legal entities of the market. Advertising − is a tool of marketing communications, which is used by enterprises to enhance or stimulate demand for their products/services, primarily through electronic media, and the mass media Sales promotion − is the creation of suitable conditions for the acquisition/use of products/services of enterprise in order to win and retain loyal customers. Integrated Marketing Communications at the point of sale − is a comprehensive synthesis tool of marketing communications, which helps to stimulate retailers by attracting consumers' attention to certain brands or product groups in the places of their implementation without active participation of specialized personnel. Exhibition − is a synthetic tool of marketing communications, when activated, at the small correspondingly, developed area, for sale on display samples of new products or services aimed for their further implementation. Event marketing − is activities to raise public awareness of the company through the demonstration of its goods, services and value orientations. Branding − is marketing activities to create consumer opinion, which is an integral component of the company's image and creates a relation of the target market segments to the brand.
