documents to electronic, which allows you to quickly transfer data from one company
to another.
Another aspect of the use of electronic communication in the management of
organizations is that some of them (commercial/state) create virtual offices that do not
require premises and workplaces. In them, the main means of production are compact
communication means: network and telephone communications, computers, faxes and
other office equipment. This allows you to carry out the necessary work or control its
execution in any conditions, without being tied to office space, which significantly
contributes to this process of using modern electronic document management systems.
As a result, it is possible to carry out professional duties remotely, with the support of
communication through computer and telecommunication facilities. Benefits include
the absence of distracting moments, the reduction of financial and time costs, increased
productivity, the lack of workplace requirements, the ability to engage employees
living in remote locations, etc. Such a mechanism of use in the management of
computer facilities and telecommunications was called "electronic office". Since its
inception (80 years of the twentieth century), this phenomenon is increasingly applied
in the practice of management in developed countries.
Information technologies and their derivatives from electronic communications
become an important factor in enterprise/institution/organization management [24,
р.5]. New trends in the construction of organizational structures of marketing
management at enterprises are manifested in particular in the reorganization of
structural units of enterprises engaged in marketing. They create special departments
or specialists involved in the promotion of products to the market by means of the
network – the units of Internet marketing and e-commerce. In the new market realities,
the Internet is becoming a cheap and fast way to sell goods and services. As predicted
by E. Tofler, more and more enterprises are entering the Internet market in order to
provide individual customers with services or to offer individual goods. Many
companies that produce computer equipment provide customized product ordering
services, ie customized marketing. Under massive individual services (mass
customization) understand the use of opportunities for mass production for the
manufacture of goods under individual orders [40, р. 17]. Customization increases the
consumer value of goods and services of the company.
With the advent of network technologies, communication mechanisms of the
manufacturer-consumer line have changed. Advertising and PR events are becoming
more personalized and personalized. The Internet network is a new communication
environment, where multi-channel and multisubjective communication takes place,
which is conditioned by interactivity and global communication. These characteristic
features of the network allow not only to increase the effectiveness of interaction of
communication participants, but also to carry out commercial and marketing activities.
- 394 -