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Tourist destination is a place to attract tourists to make a short stay and visit here. The competition of tourism is increasing day by day, and the competition between tourist destinations has turned to brand competition. Tourism destination brand marketing refers to the brand marketing activities that take the government departments and tourism enterprises as the marketing subject and take the cultural resources, natural landscape and tourism services of the tourism destination as the marketing content. Brand marketing plays an important role in tourism destination marketing, but the current research on the related problems of brand marketing is still relatively shallow, lack of theoretical and empirical research on the characteristics of tourism destination brand marketing. The brand marketing system of tourism destination based on the overall interests of the region has important guiding significance to the marketing practice of tourism destination. Based on the theory of marketing, this paper constructs the brand marketing theory system of tourism destination based on the overall interests of the region. This paper introduces the brand marketing of tourism destination in Ukraine as a case study, Starting from the status quo of tourism brand marketing in Ukraine, this paper expounds the existing problems of tourism in Ukraine, and finally puts forward some countermeasures to improve the brand marketing of tourism destination in Ukraine.And tries to apply the conclusion of brand marketing of tourism destination based on the overall interests of the region to tourism practice.

A new marketing approach that allows pharmaceutical companies to successfully adapt to the changing external environment can be considered as a holistic marketing. This concept consists of interacting elements influences on the consumers’satisfaction in effective, safe and available pharmaceutical products. The aim of the work is the analysis of application of the holistic marketing elements on the example of Ukrainian pharmaceutical manufacturing enterprise and the model development for this concept implementation in the activity of pharmaceutical companies. Materials and methods: content analysis, survey method, logical and system analysis. The research is conducted based on Ukrainian pharmaceutical manufacturing company– LLC «Yuria-Pharm». The survey of company`s employees on the use of holistic marketing elements has been carried out. According to the results, the vast majority of respondents are women from 25 to 44, with work experience in the company up to 5 years, with higher medical, pharmaceutical or economic education. As a rule, respondents hold senior positions in the different departments or directly involved in promotion of the company’s products.According to results obtained, 91.4% respondents understand the values of the company, and 85.7% completely share them. Almost half of respondents suppose that company policy supports their leadership traits development (internal marketing). 68.6% employees sure that the company should take into account the interests of society, focusing on the development of scientific research and support of gifted youth (socially responsible marketing).It has determined that only 34% respondents are constantly interacting with other departments’ employees (integrated marketing).The vast majority of employees cooperate with health facilities (54.3%) and suppliers (51.4%).The respondents have the most productive relations with wholesale companies, health facilities, suppliers and customers (relationship marketing).Respondents estimate relations between the company and its key stakeholders rather positively.Nevertheless, it is worth working in this direction. The model of holistic marketing for its implementation in the activities of pharmaceutical companies for provision of the population in Ukraine with available, effective and safe medicines has been developed. The perspective direction of future research is the adaptation of the holistic marketing concept to the current realities of pharmaceutical market and the practical recommendations formulation regarding the holistic approach in the creation of a marketing strategy.

Integrated marketing communications are considered, which, promoting the promotion of goods and services, can form the whole set of value and reputation properties of the company. The socio-cultural aspect of event communications is singled out, in particular in the essential and substantive part of the event organization. [ABSTRACT FROM AUTHOR]

The use of digital tools in marketing communications has become an obvious precondition for a successful business. At the same time, the modern concept of holistic marketing establishes that the purpose of marketing communications is to promote business of a firm, which includes not only the promotion of its goods and services, but also the management of its relations with all stakeholders. These provisions fully apply to Ukrainian industrial enterprises that seek to develop foreign sales markets. In the paper the concept of a site was chosen as the key term for research of marketing online communications. From the standpoint of their purpose, sites represent different types of social media that make it easier for their users to communicate and exchange multimedia information with each other. Websites are viewed as marketing communication channels that use certain methods to promote business activities. This raises the problem of integrating promotion channels into a single marketing communications system. The paper is devoted to the analysis of methods of promoting business activities of enterprises using social media sites and their systematization to create integrated marketing communications. We have classified websites according to the role they can play in integrated business promotion. It has been established that one should highlight the official sites of an enterprise promoting its business activities and the sites used to obtain information services. Many enterprises have two official websites: a representative one for presenting their business activities and a transactional one for e-commerce. The developers of information services sites are their owners, for whom the provision of these services constitutes the content of their business activity. These sites include social media supporting email, social networks, blogs, instant messengers. The analysis of the main methods of promotion in various social media is carried out. It allows one to establish the necessary logical connections between the promotion processes through various communication channels for their integration into a single system. [ABSTRACT FROM AUTHOR]

The article is devoted to substantiation of methodical maintenance for diagnostics of efficiency of functioning of market chains on the basis of synthesis of four scientific approaches: reproduction, regulatory, concepts of the diagram of balanced advantages and sustainable development. The logical sequence of formation of the system of balanced indicators in relation to the conceptual basis and stages of evaluation procedures has been established. It has been proposed to unite the set of indicators into five groups, which in their economic content tend to a certain concept and at the same time are connected by a single target – expanded reproduction of commodity movement in the market and optimization of total value added in the chain. A number of requirements for diagnostic indicators have been substantiated. The components of the system of balanced indicators in five areas of diagnosis have been considered: (1) the formation, redistribution and structure of value added; (2) resource efficiency (material and labor) and time parameters of the chain; (3) the power of internal and external material flows in the market chain; (4) trends in the sustainable development of logistics chains; (5) the quality of logistics services in the market. The components of the group of diagnostic indicators have been analyzed, the expediency of their inclusion in the system has been substantiated. A number of author's indicators have been offered, in particular, reproduction profitability, logistic component of added value, link structure of logistic expenses, coefficients of discrimination of export and domestic prices and others. In total, the developed system included 57 indicators that are linked to the integrated purpose of the market chain through a chain of causation. The main advantages of the methodological support are the following: (1) comparative analysis of efficiency indicators between different links of the chain, which allows to determine logistical «gaps»; (2) assessment in the logistical dimension of current market economy trends; (3) high regulatory capacity of indicators, the possibility of their use as an analytical basis for management decisions. The users of the author's methodical provisions are market subjects, profile and state institutions, other stakeholders interested in the development of market logistics. [ABSTRACT FROM AUTHOR]

The article describes the methodology for the flexible structures of organizations. Given UK-rupanya algorithm for a flexible structure of enterprise management. Describes the main strategic elements of organizational structures of management of the organization. The basic model of organizational structure of marketing activities of the organization. Purpose: optimal governance structures for the organizations that achieve maximum socio-economic efficiency of their functioning. Methodology: the survey instruments is based on system-oriented approach methods: structuring of objectives, analysis, comparisons and analogies, organizational modeling. The results of the work: theoretical basis of building flexible structures of organizations; the proposed highlevel algorithm for the construction of flexible structures control organizations that take into account the main factors that cause the need for the modified-lication of the current governance structure; reflects methodological approaches to the selection of systemic and local problems in the organizational structure governance (ESG) issues; flexibility of organizational structures.

The aim of the article. The article is devoted to the development of the concept of «integrated marketing communications», as well as its adaptation to a specific market of solar energy equipment. The theoretical development of foreign and domestic scholars in the field of IMC is considered. The aim of the article is to define the concept of «integrated marketing communications» and use them in the market of solar ?nergy equipment in an information economy. The author's definition of the concept of IMC is given, including the achievement of synergies. The reasons for the transition to the use of modern enterprises IMC in marketing activities are explored, as well as the tendencies of their distribution. The results of the analysis. The article identified the following reasons for the transition to the concept of IMC: reducing the efficiency of the individual instruments of marketing communications policy, the rapid growth of the flow of information and the development of technology marketing communications under the influence of the Internet, and the transition to the individualization of consumption and, consequently, to a two-way interactive marketing communication; glut similar services and products. The study identified the following reasons for the transition to the concept of IMC: reducing the efficiency of the individual instruments of marketing communications policy, the rapid growth of the flow of information and the development of technology marketing communications under the influence of the Internet, and the transition to the individualization of consumption and, consequently, to a two-way interactive marketing communication; glut similar services and products. Trends of the present stage of development of the IMC are demonstrated. The factors that influence formation of the IMC complex of enterprise in the market of solar energy equipment are identified. They are the goals of the firm and its strategies are used, the type of product or market, target audience and its characteristics (readiness to buy, the specific behavior of consumers, national and cultural), stage of the life cycle of the advertised goods; traditions found in communication policy of the company and its major competitors. In accordance with the results of theoretical studies carried out by us, the concept of IMC was adapted to the market of solar power equipment companies, which was formed by a set of marketing tools included in IMC. Conclusions and directions of further researches. The authors proposed a list of marketing activities, which form the IMC for this market such as personal selling and direct marketing; PR; sales promotion; in the Internet space: contextual and banner advertising, social networks, organization of forums, portals, webinars; exhibition activities; customer club organization, training and tours. The directions of further researches are to study the approaches to the formation of IMC for different types of markets, the impact of Internet technology on the strategy of IMC, calculation of proportionality use of marketing funds within the IMC. [ABSTRACT FROM AUTHOR]

The aim of the article. The aim of the article is to establish the essence and the components of holistic marketing concept, to analyse the main drawbacks of the existing structural models of holistic marketing and to develop more reasonable conceptual model of holistic marketing in the modern business environment. The results of the analysis. The theoretical significance of the research is that the investigation raises problems related to using innovative marketing technologies in business activities of industrial enterprises in modern economic conditions. One of such technologies is a holistic marketing concept. The author supplements the researches of scientists improving the terminology of this issue, systematizes and compares the views of scientists on definition the essence of the category of «holistic marketing» and the constituent elements of the concept. The practical value of the results of research is in the development of scientific and applied positions of holistic marketing concept, which can be used by modern industrial enterprises. The author investigates the structure and orientation of holistic marketing concept, analyses its main elements and proves, that using the holistic marketing concept in economic activities of industrial enterprises gives them additional competitive advantages, helps to generate revenue and significantly improves the efficiency of their functioning through synergy. The article also contains the analysis of the existing in economical literature scientific approaches to the construction of the structural model of holistic marketing and their main disadvantages. The author argues that researchers do not pay enough attention to the construction of the structural model holistic marketing. There are scientists who look into this question, but most of them represent holistic marketing as a set of its elements, in the form of 4 concepts that shape it. But according to the author of the article such model of holistic marketing has several disadvantages such as: firstly, holistic marketing appropriately may be represented as a system that contains described components, not as concepts that form the holistic marketing; secondly, this model shows no relationships between the constituent elements of holistic marketing, while in the opinion of the author they are present there; thirdly, holistic marketing is represented as a set of specific concepts, but their orientation is not described; fourthly, most of researchers do not specify the functional participation of each component in the holistic marketing. So the scientific novelty of the article is that its author suggests an own vision of modern model of holistic marketing, which is more reasonable in modern economic conditions. According to this model holistic marketing consists of four concepts: customer relationship marketing, social-ethical marketing, integrated marketing and internal marketing. It combines orientation of all concepts that shape it, forming a complete sphere (space) of orientations of holistic marketing. Besides holistic marketing is aimed directly at the centre of focus. It is a place where the interests of all stakeholders are intersecting and require consistency. The conceptual categorical apparatus of holistic marketing is improved including an own definition of holistic marketing which is presented by the author. The theoretical and applied positions of using the concept of holistic marketing in economic activities of industrial enterprises have got the further development. Conclusions and directions of further researches. Thus the results of the investigation show that the concept of holistic marketing is a complex approach to marketing support of business activities of industrial enterprises. This approach helps to achieve satisfaction and reconciling the interests of a fairly wide range of people by combining different in their focus marketing concepts into an integrated system. However using the concept of holistic marketing in economical practice of industrial enterprises will create an innovative mechanism of regulation of industry enterprises' activities that can respond flexibly to changing market factors, combining innovation activities and the latest marketing tools. [ABSTRACT FROM AUTHOR]