ANALYSIS OF THE MARKETING COMMUNICATIONS MANAGEMENT SYSTEM OF THE TRADING NETWORK
The presented article is devoted to the analysis of the marketing communications management system of the retail network. The article is a continuation of a series of publications in the field of marketing communications management in modern grocery retail. The article deals with theoretical and methodological aspects, which are based on the personal experience of the author, scientific works of modern economists. The main research methods are monographic, scientific analogy, observation, comparison, analysis, synthesis, deduction and induction. The author systematized, supplemented, clarified and generalized the theoretical provisions in the field of marketing communications management, and this is his main contribution. The author comes to the conclusion that marketing communications management is a purposeful activity to regulate the stability of an organization in the market. The company adheres to the principle of doubling. If a team or a specialist understands that they cannot cope with the amount of work, additional people come to the rescue, not assistants or deputies. There are also dual suppliers. If the product becomes too popular, the search for an additional supplier with the same technology begins. Under one package of milk in the store, you can find a different supplier. The organization should ensure that there is a minimum discrepancy in taste. This helps to consistently deliver healthy products every day. The article is a continuation of the cycle of author’s publications in the field of marketing management.