Communication Strategy of a Trade Enterprise: Structural Integration With the Strategic Planning System

The article develops a conceptual model for embedding a communication strategy into the strategic planning framework of trade enterprises. Communication is interpreted not merely as a supporting PR or marketing tool, but as an economic mechanism for value creation and an institutional driver of long-term competitiveness. The proposed model integrates five interdependent pillars: alignment with economic objectives, establishment of a value-generating communication infrastructure, systematic performance monitoring, consolidated financial support, and adaptive mechanisms for volatile environments. Implementation of this framework demonstrates measurable economic benefits, including growth of EBITDA, optimization of customer acquisition cost (CAC), increase in customer lifetime value (CLV), and improvement of return on marketing investment (ROMI). Furthermore, institutionalizing communication through specialized governance units, KPI-based management, and strategic budgeting strengthens brand equity, enhances reputational capital, increases market capitalization, reduces transaction costs, and secures sustainable development in turbulent market conditions. The study applies an interdisciplinary perspective that merges institutional economics and value-based management, highlighting the absence of unified definitions, limited integration of communication into core business strategy, and insufficient use of quantitative assessment tools. Addressing these gaps, the model substantiates communication as a systemic economic subsystem of enterprise management, capable of transforming information and trust into measurable financial and intangible assets. Beyond practical implications, the research contributes to theoretical discourse by conceptualizing communication as a strategic resource comparable to traditional production factors. This understanding underscores its ability to generate institutional rent, stimulate innovation, reduce market uncertainty, and support the formation of sustainable competitive advantages in the long run.