Akademik Məlumat İdarəetmə Sistemi
55th International Scientific Conference on Economic and Social Development, no.1, pp.19-22, 2020 (Conference Book)
The role of marketing communication in management of competitiveness is investigated in the article. Here, evaluation of the enterprise’s competition relations and information and communication support in the management of marketing is analyzed. The use of marketing conception in modern period is not satisfied with production of qualitative product conforming to the requirement of consumers and determination of suitable price for consumers. It also requires to create a need for the product produced, to encourage the sale of product, to pass necessary information to its own consumers for this purpose, to select information attentively and to establish opposite relation with consumers. Implementation of all such measures and fulfillment of duties arising out of them make necessary the creation and realization of communication system of marketing. Communication provides normal activity of internal environmental system and creation of mutual relation with environment. In order to achieve to efficient communication system, the firm uses of services of specialists on encouraging of sale, the specialized advertising companies and direct marketing. The most firms are interested in the issue of the number of funds to be spent for communication measure rather than establishment of relation with consumers and the methods of information transfer. Each category of consumer requires the application of specific methods of relation and implementation of proper measures. Exterior design of products, their price, packing form, sellers’ clothes and behaviors and other such features give certain information to buyers. In order to achieve more efficient relationships as possible, it is necessary to coordinate not only communication system of the firm, but also all marketing complex profoundly. The competitiveness of enterprise is determined thanks to the product produced by it. The main method for increase of competitiveness of processing industrial enterprises is creation of condition for determination of the stages such as correct selection of competition strategy, determination of funds and provision of competitiveness. It is possible to provide objective evaluation in the process of investigation of the evaluation method of competitiveness thanks to complex methods of evaluation of competitiveness - development of integral indicators of competitiveness. Competitiveness is one of the main features for development of processing industrial enterprises.