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By embracing a holistic approach to agriculture and land use and influencing environmental marketing practices, permaculture has been found to provide a more comprehensive and interconnected understanding of sustainable development. It is noted that ecological practices, which are the basis of organic food production, create an attractive climate for investment, taking into account the annual growth of global demand for organic products. The ways of eco-marketing development in the conditions of sustainable innovative development of organic agricultural production of Ukraine, which are considered a priority for the further development of the agro-industrial complex, under the influence of the concept of permaculture for the promotion of organic production products created by environmentally friendly means and technologies at all stages of the life cycle, have been determined. Innovative approaches for the sustainable development of modern organic agricultural production with the possibility of using permaculture design are analyzed. Also, to support the sustainable development of organic export-oriented production in Ukraine, manufacturers are actively introducing leading Ukrainian startups into their activities. It is noted that organic certification should contribute to the development of internal and external organic markets, taking into account the best practices of international experience. It has been studied how the vision of modern eco-marketing affects the promotion of products of organic productions that have organic certification in Ukraine. It is shown how the ranking of organic brands is formed by marketing experts in several stages and companies are evaluated according to the volume of production and sales in the domestic market, as well as according to the presence of brands in retail chains. A description of t he TOP-10 organic brands of Ukraine in 2023 is given. A SWOT analysis and an analysis of driving forces for the development of eco-marketing in the conditions of sustainable innovative development of organic agricultural production under the influence of the concept of permaculture were carried out. The main directions of the development of eco-marketing in the conditions of sustainable innovative development of organic agricultural production of Ukraine are determined. The research is aligned with and contributes to global sustainable development goals, including those related to responsible consumption and production, climate action and global partnerships, emphasizing the interconnectedness of environmental and social aspects of organic agriculture. [ABSTRACT FROM AUTHOR]

The article states that, in accordance with the basic law of Ukraine, the issue of health care is defined as the priority direction of the state, which is entrusted with the functions of shaping policy in the field of health care and monitoring its implementation. It is legislated that everyone has an inviolable right to health protection, society and the state as a whole are responsible to the modern and future generation for the level of health, the preservation of safe conditions for health and the preservation of the gene pool of Ukrainians. Ukraine introduces the principles of the English model, which manifests itself in the forms of private and family medicine, multi-source financing, insurance and high social standards. At the present stage of development, the process of adapting the national health care system to certain standards is taking place. This process is complicated by a number of political, economic, social and demographic factors. The most negative factors that significantly complicate the development of the health care system are the ongoing covid-19 pandemic and full-scale war. According to the results of the study, it was determined that the Ternopil region has a favorable transport and geographical location, the territory of the region is located in the inner part of Europe, with a mild continental climate and sufficient moisture, close to the borders of Poland, Slovakia, Hungary and Romania. International transport routes pass through the region: road and rail links Berlin-Odessa and the Baltic-Black Sea. This geographical location creates opportunities for profitable placement of logistics centers, transport companies and wholesale markets. The development of the health care system is ensured not only by the availability of health care institutions, but also by favorable environmental factors, which include: economic, political, social and environmental indicators of the region's development. The analysis of the demographic situation in the region indicates unfavorable trends that are inherent in the entire territory of Ukraine, namely a decrease in the population, a decrease in the birth rate, high mortality rates, gender disparities, a significant aging of the population, which has an adverse effect on the development of the health care system. A significant impact on the health of the population has an environmental situation, which in recent years has tended to improve. In the Ternopil region there is a network of educational institutions that train medical specialists and thereby provide local resources to health care institutions in the region. The article analyzes entrepreneurial activity in the healthcare sector, which is quite high, increases the activity of small businesses, which intensifies competition and acts as one of the macroeconomic prerequisites for promoting the systemic development of the medical sphere. Negative factors influencing the development of the health care system have been identified, which include limited investment and financial resources and insufficient efficiency of management decisions. According to the results of the analysis, it is determined that the vast majority of indicators of infrastructure development are higher than the average in Ukraine. [ABSTRACT FROM AUTHOR]

It has been established that the demand for organic products creates a clear offer on the market as a product of natural origin and manufactured in compliance with the requirements of current legislation in the field of organic production and the circulation and labeling of organic products, therefore the study of the impact of the modern eco-marketing strategy on the development of organic production is extremely relevant, especially when organic production becomes a priority while planning a development strategy of the Ministry of Agrarian Policy and Food of Ukraine. It was found that the export capacity of Ukraine remains at a high level, and the demand of domestic and foreign markets for organic products differs significantly within a separate marketing season. The basic aspects of the circulation of organic products, as well as the strategy of modern ecomarketing regarding its promotion on domestic and foreign markets, are analyzed. The increase in the consumption of products of natural origin, as a result of raising the vision of eco-marketing to the rank of a global trend, stimulates the development of organic production and the recovery of agribusinesses affected by a full-scale war in order to maintain Ukraine's position as the world's leading exporter of organic products. The impact of the modern eco-marketing strategy on the development of organic production in Ukraine through the promotion of its vision as a global brand of production and consumption of goods and services is studied. It is shown that ecomarketing relies on an established strategy, which is a synergy of the following main approaches: marketing of goods and services taking into account environmental standards; marketing of ecological goods and services as a reflection of the ecological needs of the population; marketing of natural conditions and resources and marketing of nature use; marketing of environmental protection activities and habitat reproduction; and marketing of environmental knowledge and technologies. The main requirements for establishing compliance of production and/or circulation of products with the requirements of Ukrainian legislation in the field of organic production, circulation and labeling of organic products, as well as with the requirements of the Regulation of the European Parliament and the Council of the EU on organic production and labeling of organic products are defined. [ABSTRACT FROM AUTHOR]

The article defines the essence of e-commerce, as well as the factors that determine its popularity among entrepreneurs, retailers and consumers around the world. The factors that identified the dynamic development of e-commerce in almost all regions of the world have been identified. E-commerce opens up significant opportunities for both the average consumer and business – the rapid development of logistics, the openness of borders, and an almost unlimited contact audience. The article analyzes the trends in the development of this sphere of business in the context of regions of the world is carried out, a ranking of countries by the share of retail sales of e-commerce is presented. It is established that China occupies the leading position, whose share in online trading was 52.1%. In general, it should be noted that the Asia-Pacific region is striking in its pace and scale of development of e-commerce. Stable dynamics of online sales also demonstrate the United States. In Latin America, the e-commerce market is poorly developed and uneven. Only six countries demonstrate sustainable results and transaction volumes (Brazil, Mexico, Colombia, Argentina, Chile, Peru). As for Africa, the e-commerce market is just beginning to grow and is currently significantly behind the world leaders. The main obstacles to the dynamic development of e-commerce are as follows: limited possibilities of logistics of goods, insufficient distribution of the Internet among the population, lack or restriction of access to online payment services and lack/insufficient level of trust in online trading. The rapid development of ecommerce has also gained in European countries. The article determines that in the context of the countries of the world, e-commerce develops disproportionately, there are main players that determine trends and influence the rules of electronic commerce. The dynamic development of e-commerce in Ukraine began in 2016. After joining the Free Trade Area with the EU. The development of e-commerce provides unprecedented means and opportunities for the development of world trade. The study considers indicators for assessing the level of readiness of the country for ebusiness: the state of basic infrastructure and technologies in the country; availability of the necessary infrastructure; distribution channels and development of other sectors; the level of use of the Internet by private business; awareness and availability of consulting services; quality of specialist training; state regulation. It is specified that the social position of e-commerce should consist in harmonious coexistence, interaction and constant dialogue with society, participation in solving social problems. [ABSTRACT FROM AUTHOR]

The article examines CRM systems as a source of information for the development of marketing projects, automation and optimization of business processes, strategic management of competitiveness. The essence, types and main functionalities of CRM are revealed, the main advantages of using the systems are defined. The dynamism of the development of business conditions, the tension and variability of the competitive environment dictate the need to find effective tools for strategic management of the competitiveness of enterprises. Modern business operates with a considerable set of tools aimed at the development of marketing projects and strategic management of competitiveness, this also applies to the improvement of analytical work, improvement of the marketing complex, formation of partnership relations with market participants, methods of attracting customers, formation of loyalty, creation of information systems and methods of information processing, implementation of digital technologies and much more. One of the tools for improving business efficiency, which is considered in the article as a source of information for the development of marketing projects and strategic management of competitiveness, is the implementation of CRM. The main task of CRM systems is the automation and acceleration of business processes, this applies to all stages of sales, marketing, service, assignment of tasks and control of their execution, internal communications and much more. CRMs are suitable for use regardless of the field of activity and the size of the business, able to adapt to business requirements. In practical activity, a significant variety of CRM systems are used, which differ in function. In general, all these systems can be divided into the following main types: operational, analytical and collaborative. Operating systems can be considered universal, as they are suitable for use in trade, marketing and service systems. Recently, two additional types of CRM systems have been distinguished: for company management (often classified as analytical or operational) and strategic (often classified as collaborative). The main functionalities of the CRM system are: customer base management, customer contact management, time management, business process management, sales and marketing management, service and warranty control, knowledge management, routine operations and automation of communication channels with customers. The use of CRM systems has numerous advantages, which should include: low price, quick installation, the ability to adapt to the conditions of a specific business, high level of work organization, flexible functionality, reliability, optimization of service, personalized communication with the client, reduction of «turnover» of clients, increasing customer loyalty, automating tasks, increasing conversion, tracking the company's work, ensuring transaction transparency, quick access to information. [ABSTRACT FROM AUTHOR]

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The development of information technology, the rapid growth of e-commerce have become the basis for the emergence of a new direction in the modern concept of interaction marketing - Internet marketing. The role of Internet technologies in the commercial and marketing activities of a modern enterprise is analyzed in the article. The advantages of using Internet marketing and marketing in social media as tools of the enterprise marketing communications are substantiated. The market of Internet marketing is changing rapidly, although 10 years ago almost no one heard about this area, and some entrepreneurs still prefer ads in newspapers rather than contextual advertising. Like any other, the publishing business needs to adapt to market demands, or will have to exit the market due to lack of competitiveness. The peculiarity of the use of Internet marketing tools in publishing is only that companies do not have enough funds and are forced to look for and use inexpensive or even free tools of marketing communications in the Internet. That is why SMM as one of such tools deserves special attention. Our task was to analyze the tools of product promotion of publishing companies. The research presents the most effective promotion tools that will turn a book into a bestseller. The main benefits of SMM for publishers are also analyzed. Social media marketing includes many methods of work: building brand communities (creating company offices in social media), working with the blogosphere, reputation management, personal branding and non-standard SMM-promotion. All these methods were deeply analyzed in the article. The key directions of SMM development and how they will affect publishers based on the analysis of the main trends of SMM and content marketing in 2021 are given. [ABSTRACT FROM AUTHOR]

The influence of tourism on the economy of Ternopil region is investigated. Throughout its economic history, tourism decisivly has the reputation of the specific sector dynamically developing in the service industries and is increasingly becoming the prominent one in the world economy in terms of capital turnover, employment, exports of services, and as a source of income for national budgets.Tourist services consumption level is one of the important indicators of life qualityf. The impact of tourism on the economy of Ukraine and the economy of Ternopil region is quite noticeable, since while travelling the tourists consume various goods, use services supporting the pumping up local budgets. It is proved that Ternopil region has favorable geopolitical location, historical and cultural resources, has considerable recreational potential, has developed tourist infrastructure, despite the fact that the region is one of the smallest in Ukraine, with an extremely large number of cultural heritage monuments and nature conservation fund. The basic approaches to the process of analyzing the tourist services market are generalized. At present, the tourist services market has decreased its activity, so advertising is becoming one of the factors that contribute to balance the situation and become the mechanism for tourist flows growth resulting in intensive development of domestic and foreign tourism, as Ukraine has sufficient natural potential for tourism and recreational resources and is able to become a country with developed tourism industry. But the lack of monitoring the effectiveness of advertising campaigns or individual media in many tourism enterprises, decentralized management methods weaken the creativity of advertising and its addressing to the target consumer, resulting in lack of the enterprise planned growth in particular and slow down the development of tourism industry as a whole. [ABSTRACT FROM AUTHOR]