Instrumental methods in marketing communications managing of non-profit organisation c(on the sample of higher school)

The paper deals with content and methodological issues of using up-to-date communication technologies in managing the promotion of educational services and products (ESP). Instrumental methods are interpreted as means of investigating or solving tasks of eneral economy, management and marketing. Such tasks rely on a system of certain technical facilities and technological decisions. The paper analyses internet and mobile telephone communications as instrumental means of managing marketing communications. The main problems arising in the process of implementing instrumental means in ESP promotion practice are considered.