SOCIAL POTENTIAL OF MARKETING COMMUNICATIONS IN MODERN CITY

The paper presents the ways of transforming of a purely economic category - marketing - in the information environment of a big modern city in its social and communication category. To do this, we considered the existing theoretical and methodological approaches to modern marketing communications and marketing opportunities as a social process that promotes productive dialogue between society and business. We proved the existence of inexhaustible possibilities of social potential of marketing communications in the context of the formation of the modern information environment of the big city, and developed practical recommendations in respect of its maximum usage in the modern world.