The article discusses the features of the macro-environment development of small and mediumsized business (SMEs) in the region. The study is based on the understanding of entrepreneurship as an independent process of organizing financial and economic activities. The factors of sustainable development of small and medium-sized business that must be taken into account when studying any region of the Russian Federation are identified: the economic and geographical position of the region, state and regional support for small and medium-sized businesses, labor resources, demand and markets, territorial tax benefits, administrative barriers. Based on them, this article analyzes the measures of state and regional support for small and mediumsized businesses. The relationship between the tools to support the business environment and the dynamics of development and exit from the shadow and legalization of the activities of business entities is characterized. The most effective instruments of institutional support and ways to improve the institutional environment for SMEs both in Russia and in the Volgograd region in particular have been identified. The author’s approach to the provision of measures of state financial support to business entities within the region is presented. The article substantiates the need for a mechanism for zoning state measures. It is advisable to apply the ranking of the measures of state financial support provided, depending on the priority of the activities of SMEs and on the territorial location of the place of doing business.

The main directions of development of marketing communications of commercial enterprises in modern conditions are analyzed in the article. The purpose of the article is to reveal and substantiate the prospects of development of marketing communications of commercial enterprises and offer the directions of their optimization taking into account the tendencies of digitalization of economic processes. The methodological basis of the research represents the complex approach, which allows studying the components of marketing communications as a part of the marketing system which can give the economic and communicative results more than separate components of this system and also justify the recurrent interconnection of functional dependence of marketing communications. It was proved that marketing communications should be considered not only in terms of the use of appropriate tools, but also taking into account the information component of sales channels. Recommendations on the application of omni-channel strategy for the development of marketing communications of commercial enterprises have been proposed and justified. It was found that for the effective functioning of commercial enterprises the application of a combined approach, which includes both omni-channel and traditional sales channels is required.