МАРКЕТИНГОВЫЕ КОММУНИКАЦИИ В УПРАВЛЕНИИ КАЧЕСТВОМ JEL: M31 УДК: 334.021; 631.1

Abstract

In an increasingly competitive market, product quality is becoming a key competitive factor, and effective marketing communications are an important tool for shaping customer perceptions of product quality and managing their expectations. This topic is particularly relevant for industrial enterprises operating in the B2B segment, where marketing communications are primarily individualized, aimed at building long-term partnerships, and require integration into all stages of the order lifecycle. This study analyzes marketing communications within the framework of ISO 9000 quality management models, including the case of TD KOMPLEKS AGRO LLC. Based on the identified challenges, recommendations are proposed for organizing marketing communications to improve quality, and a forecast of their effectiveness is made. This paper proposes a customized quality management system that includes a common platform for employee work, integrates the processes of specification posting, production planning, customer and manager notification, product shipment, and performance analysis. It also illustrates how a common platform for multi-level communication can be integrated with any basic solution, eliminating gaps in quality management and ensuring transparency of all processes for participants. This article was prepared using a systems analysis of the marketing communications organization, a comparative analysis of ready-made solutions and individual approaches, and a forecast of results. The practical significance of the proposal implies the possibility of building a common communications system that unites production and sales departments and adapting it to the needs of the organization