Abstract: the article deals with the marketing communications of Russian enterprises in modern economic conditions. At the present stage of market relations development, not only marketing orientation, but also marketing communications are becoming increasingly important. Manufacturers of products or services are trying to create a quality product and focus on the needs of consumers. But in order to achieve the desired result, it is not enough to produce quality products. The main goal of any enterprise is to satisfy the needs of consumers and get the corresponding profit. Correctly communicated information to the consumer helps to increase sales.
Marketing communications contribute to the transfer of benefits to the consumer and help to distinguish the company’s products among competitors. Marketing of communications of the trade sphere has some features in comparison with the production sphere of goods. It should be noted that the sphere of trade has specific features, in particular, enterprises face the following problems: it is difficult to set standards and control the quality of services; it is difficult to maintain the necessary level of motivation of personnel; it is difficult to find a balance between the uniform rules and the individual characteristics of individual employees and the special requirements of individual consumers.
Keywords: communication, trade, segment, business, marketing, effectiveness of marketing communications