Development of the system of research institute marketing communication on the internet

With the development of market economy the performance of different organizations depends largely on whether their products are in demand on the market or not. In this connection it is necessary to master modern methods, tools, models and methodology for management activity and PR management. In modern conditions the research in the communication process and the main aspects of communication management is a vital task of any organization, as the management process is characterized by the informative nature. The article stresses the importance of elaborating the effective communication policy as an integral part of marketing activity of a scientific institution that ensures the transfer of needed information about services rendered by an institute to consumers - the target audience. The author generalizes theoretical and methodological approaches to the definition of the notion “marketing communication” and presents foreign experience of its development in scientific institutions. The article discloses key tools of marketing communications on the Internet and results of the work conducted in this direction by the Department of Editorial-and-Publishing Activity and Science-Information Support.