In the competitive, rapidly developing e-commerce market, most of the costs of organizations are associated with logistics and sales promotion. Implementation of fulfillment, i.e. the full range of services provided to e-commerce companies by a universal logistics operator, reduces the costs of goods delivery while ensuring the safety of goods and high quality of service.Aim. The presented study aims to examine and develop methods for improving the logistics processes of companies operating in the e-commerce market.Tasks. The authors examine the specific features and trends on the Russian e-commerce market, analyze the existing methods of delivering goods from online stores to the end consumer, and substantiate the need to apply modern methods of goods delivery.Methods. This study uses general scientific methods of cognition to examine the logistics processes of e-commerce and formulate basic approaches to improving the logistics of online stores.Results. The statistics of the Russian e-commerce market is analyzed. The specific features of logistics in e-commerce and methods of goods delivery are determined. Different types of logistics operators acting in the e-commerce market are examined. The benefits and drawbacks of fulfillment – the full range of services provided to e-commerce companies by a universal logistics operator from the moment a customer places an order to the moment they receive the goods – are identified. It is established that fulfillment for an online store includes the acceptance nad storage of goods, correspondence, and other types of cargo at a specially equipped warehouse, proper packaging of goods that are to be shipped to the consumer, and selection of an optimal delivery scheme depending on urgency and other factors. The necessity of implementing this delivery technology in the operation of an online store is substantiated.Conclusions. Improvement of the methods of goods delivery to the consumers of online stores can reduce logistics costs while providing quality service.

Aim. Based on an analysis of current trends in the development of the marketing communications mix, the presented study aims to determine the prerequisites for its efficient use by organizations for maximum impact on the consumer.Tasks. The authors identify trends in the development of the marketing communications mix; consider an algorithm for the formation of the marketing communications mix in an organization; substantiate the prerequisites for its efficient implementation in an organization.Methods. This study uses general scientific methods of cognition to investigate trends in the development of the marketing communications mix at the present stage, as well as the algorithm and prerequisites for the formation and implementation of the marketing communications mix.Results. According to the results of the study, the following trends in the development of the marketing communications mix can be identified: promotion of Internet communications following the growth of online commerce and mobile commerce, strengthening of customer centricity and development of interactive communication tools, expansion of direct producer consumer communications due to some manufacturers departing from resellers when selling goods, development of omnichannel sales, synchronization of different marketing promotion channels, etc.Conclusion. The study reveals that the prerequisites for an efficient marketing communications mix include a systemic communicative impact on the consumer, formation of a marketing communications mix based on consumer knowledge and continuous testing of the communication campaign, further development and application of modern tools for interaction with the consumer, creation of personalized, relevant, and interactive content based on a marketing strategy and a competent content plan.

The article examines the role of the mass media in the life of the modern information society, examines the features and functions of mass communication as a form of social interaction. The author analyses the theories of foreign scientists who study the means of influence of mass media and the problems of modern mass media.

No abstract

Aim. The presented study analyzes customer relationship management and the role of consumers in the marketing communications system.Tasks. The authors show the importance of customer relationship management systems for the promotion of goods and services produced by the organization and the formation of a complex of marketing communications; explore existing problems and approaches to managing relationships with consumers; identify the components of CRM systems; determine the role and forms of user participation in the formation of media content and models of its consumption.Methods. The theoretical and methodological basis of the study includes works of Russian and foreign authors on the problem under consideration. General scientific methods of cognition are used to investigate major approaches to managing relationships with consumers, methods and tools of interaction with consumers, including through the creation of CRM systems.Results. It is substantiated that the organization’s clients are an invaluable asset of the business, and the relationship with them needs to be managed. A CRM system makes it possible to track the history of customer relationships and implement loyalty programs, involving consumers in the product’s value chain through the formation and use of user content. The outflow of consumers from traditional media to social networks and search engines facilitates the convergence of consumers and producers. Users participate in the creation of media products by writing reviews, recommendations, blogs, taking part in online training seminars, and engaging in digital art.Conclusions. Achieving long-term relationships with consumers, managing customer relationships, and using user content to promote goods and services contribute to improving the effectiveness of  the  organization’s  marketing  communications  system.  A  CRM  system  is  both a tool for automating the organization’s business processes and managing channels of interaction with consumers, and a customer orientation strategy. Information about geographical, demographic, behavioral and other characteristics of consumers contained in CRM systems helps to make the right marketing decisions.