DOI: 10.33917/mic-2.121.2025.82-89

The purpose of the study is a comprehensive assessment of the role of marketing communications in the development of commercial companies. In this regard, both classic promotion tools and innovative individualized tools are considered. The essence and significance of integrated communications are defined. The specifics of the activities of brand ambassadors as an effective form of promotion are revealed.

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DOI: 10.33917/mic-2.115.2024.51-61

The problem of modernization of production systems in Russia is currently manifested in an acutely pronounced form. Their basis in most companies is the concept of mass production, which does not fully meet modern requirements, and therefore does not bring the expected effect. The introduction of new systems requires extraordinary efforts on the part of both management and staff. One of the most effective methods implemented in the practice of business entities today is lean manufacturing. Let’s consider its tools and methods as a means of increasing the efficiency of the enterprise.

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