2408-9346Research result. Business and Service Technologies2408-9346372INTERDISCIPLINARY RESEARCH IN THE FIELD OF BUSINESSTHE STUDY OF EFFECTIVENESS OF COMMUNICATION POLICY AS A BASIS FOR SUCCESSFUL BUSINESSTHE STUDY OF EFFECTIVENESS OF COMMUNICATION POLICY AS A BASIS FOR SUCCESSFUL BUSINESSGrudistovaElena GennadyevnaGrudistovaElena Gennadyevnadiplombgu@mail.ru20141200

The article deals with the content of marketing resources of the companies and the structure of the complex of marketing communications, emphasizing the need to evaluate the effectiveness of communications. Due to heterogeneity of the elements included in the communicative structure of the mix, as well as the presence of several kinds of efficiency, the ability to assess the effectiveness of marketing communication using one indicator is missing. Therefore, the author proposes the use of different criteria and determination of different types of efficiency depending on the direction of communication. Since the organizational culture is one of the types of marketing resources, it is proposed to evaluate its effectiveness by determining the cultural types prevailing in the organization, the level of development of culture and the possibility of attaining the goals of communication in company policy. The general algorithm of management of marketing communications is presented in the conclusion.

The article deals with the content of marketing resources of the companies and the structure of the complex of marketing communications, emphasizing the need to evaluate the effectiveness of communications. Due to heterogeneity of the elements included in the communicative structure of the mix, as well as the presence of several kinds of efficiency, the ability to assess the effectiveness of marketing communication using one indicator is missing. Therefore, the author proposes the use of different criteria and determination of different types of efficiency depending on the direction of communication. Since the organizational culture is one of the types of marketing resources, it is proposed to evaluate its effectiveness by determining the cultural types prevailing in the organization, the level of development of culture and the possibility of attaining the goals of communication in company policy. The general algorithm of management of marketing communications is presented in the conclusion.

Marketing communicationsmarketing resourcesorganizational culturetypes of culturethe level of development of culturethe effectiveness of marketing communicationsMarketing communicationsmarketing resourcesorganizational culturetypes of culturethe level of development of culturethe effectiveness of marketing communicationsСписок литературыBagiev G.L. Marketing: a Textbook for High Schools (St. Peter., 2007), 736 p.Grudistova E.G. Formation and Development of Organizational Culture Enterprises: Monograph (Bratsk: BrSU, 2012), 186 p. URL: http://server4lib3/CGI/irbis32r_11/cgiirbis_32.exe?LNG=&Z21ID=&I21DBN=BOOK&P21DBN=BOOK&S21STN=1&S21REF=1&S21FMT=fullwebr&C21COM=S&S21CNR=20&S21P01=0&S21P02=0&S21P03=M=&S21STRPatrusova A.M. Innovative Project Management Tools, in Current Trends // Economics and Management: A New Outlook. (2014, №24), pp. 232-236.Solomanidina T.O. Organizational Culture of the Company: A Tutorial (M.: INFRA-M, 2011), 624 p. URL: http://server4lib3/CGI/irbis32r_11/cgiirbis_32.exe?LNG=&Z21ID=&I21DBN=BOOK&P21DBN=BOOK&S21STN=1&S21REF=1&S21FMT=fullwebr&C21COM=S&S21CNR=20&S21P01=0&S21P02=0&S21P03=M=&S21STR (date of treatment: 17.10.2014).Huley G. Marketing Strategy and Competitive Positioning (Dnepropet-Teller: Balance Business Books, 2005), 800 p.Schein E. Organizational Culture and Leadership: A Textbook (St. Peter., 2012), 336 p. URL: http://server4lib3/CGI/irbis32r_11/cgiirbis_32.exe?LNG=&Z21ID=&I21DBN=BOOK&P21DBN=BOOK&S21STN=1&S21REF=1&S21FMT=fullwebr&C21COM=S&S21CNR=20&S21P01=0&S21P02=0&S21P03=M=&S21STR (date of treatment: 17.10.2014).Shupletsov A.F. Organizational Culture of Entrepreneurial Activities of the Company and its Impact on the Effectiveness of the Results of Management // News Irkutsk State Academy of Economics. (2012, №3), pp. 86–90.Cateora P.R. International Marketing (Irwin: Boston, 1990). 450 p.Deal T. and Kennedi A., Corporate Cultures (Hannonds Worth: Penguin, 1982). 340 p.Fey C. and Denison D. Organizational Culture and Effectiveness: Can American Theory Be Applied in Russia? // Organizational Science. (2003, vol. 14, №6), pp. 686–706.