Marketing communications in the system of strategic management of marketing and sales activities of the enterprise

The purpose of the study is to provide a comprehensive analysis and systematization of the main goals, tasks, and functions of marketing communications in the strategic management system of modern enterprises. The article examines the critical role of marketing communications in forming competitive advantages, increasing market share, and strengthening the brand identity of the enterprise. Theoretical approaches to determining the place of marketing communications in strategic management and practical aspects of their implementation in various business sectors are considered. The main marketing communications goals are detailed, such as increasing product awareness, stimulating demand, building customer loyalty, and ensuring effective interaction with stakeholders. Special attention is paid to marketing communications tools (advertising, PR, digital marketing, direct sales, etc.) and their impact on the company’s competitiveness and market positioning. The importance of integrating marketing communications with the general strategy of the enterprise to achieve synergy in activities is revealed. The relationship between marketing communications and marketing and sales strategies is emphasized, particularly the importance of harmonizing these elements to increase the effectiveness of management decisions in the long term. The article offers practical recommendations for integrating the communication strategy into the overall enterprise management system, aiming to adapt to changing market conditions, improve customer relations, and achieve strategic goals. The study’s results can be used both by enterprises to improve the effectiveness of marketing activities and by scientists to further develop the theory of marketing communications in the context of strategic management. Keywords: marketing communications, enterprise management system, strategic management, strategic goals, marketing and sales activities, strategies of marketing and sales activities.