Strategies of managing communication policies of the enterprise when using internet marketing tools and applied software

This article discusses the specifics of building a communication policy of an enterprise through the use of Internet marketing tools and application software (software), as well as the essential need for changes in communication policy as an important part of the process of changing the structure of the marketing management system and an effective way of managing competitive stability of the enterprise in the market. An important component of communication policy is the management decision-making process, which is a kind of, specific science, because managers of different levels often have to prepare a management decision in the context of incomplete or inaccurate information, high staff turnover, unfair suppliers, consumers, frequent changes in legislation, unexpected actions of competitors and etc. As a result, unintended errors in management decisions are possible. The article gives an idea of ​​the CRM-system as the leading way of working with the client base today, which allows you to achieve «loyalty» from customers, thereby strengthening the company’s position in the market for goods and services. The leading task of guiding the client’s “loyalty” is a well-balanced balance between the interest of the consumer and the supplier of goods (services) in the company.