MECHANISMS OF PUBLIC MANAGEMENT OF SYSTEMS ENABLING THE EFFICIENCY OF MARKETING COMMUNICATIONS IN THE CONDITIONS OF MARTIAL STATE

Abstract

The purpose of the study is to substantiate the theoretical provisions of improving the mechanisms of public management of systems enabling the effectiveness of marketing communications, taking into account the needs of society, business, state authorities and citizens. The object of the study is the processes of public management that ensure the formation, regulation, coordination and development of effective marketing communication systems in the internal and external information environment. The article examines the mechanisms of public management of systems enabling the effectiveness of marketing communications as an important direction of development of modern management science and practice. It is substantiated that marketing communications in modern conditions cannot be considered only as a tool for promoting goods, services or individual organizations, since they are increasingly becoming a means of building trust, ensuring transparency, explaining management decisions, involving citizens in public dialogue and supporting socially responsible interaction between the state, business and society. It is determined that public administration in this area should provide not only regulatory regulation of advertising and information activities, but also the creation of a holistic organizational, legal, informational, economic, educational and technological basis for high-quality communication. Particular attention is paid to the role of state authorities, local governments, enterprises, public organizations, media, online platforms, educational and scientific institutions in the formation of a responsible communication space. It is proven that the effectiveness of marketing communications depends not only on audience coverage or the number of information messages, but also on their reliability, clarity, targeting, ethics, public utility and ability to provide feedback. It is emphasized that in the context of the spread of solutions based on applied digital technologies, social networks, platform services and systems based on artificial intelligence, there is a growing need to strengthen transparency, protect personal data, combat disinformation and develop a communication culture.