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The article is devoted to studying the theoretical and applied features of the enterprise's marketing activity and the search for ways to improve it. As a result of the retrospective analysis of the existing approaches to the interpretation of the concept of "marketing management", the paper synthesized the key and most significant of them and outlined their main characteristics in market conditions. The research proposed to form a management system for interaction with regular and potential customers to improve the management system of the enterprise's marketing activities. Moreover, the article proposed to speed up communications within the enterprise and the speed of making managerial decisions regarding marketing activities, which will contribute to the qualitative reorganization of the enterprise's marketing system. The main interrelated elements of the enterprise's marketing information system are defined, which are aimed at ensuring all directions and functional areas of the enterprise's activity. As a research result the study developed a theoretical model of management of the company's marketing tools, which is designed to contribute to the improvement of the marketing activity management system by increasing the effectiveness of marketing communications at the company.

Marketing activity focuses on new forms of relations with consumers, and marketing communications determine the current research topic and its relevance. The purpose of the study was to substantiate the use of modern marketing tools in business activities to ensure the sustainable development of the enterprise. During the research, empirical methods were used to review and comprehensively present indicators and features of marketing activity and marketing tools, analysis, and synthesis for a visual representation of the features of marketing tools in use in modern conditions of entrepreneurial activity. Objective information on the state of the industrial products market and the presented elements of the industrial enterprise’s marketing activities have been systematized and analysed. A detailed analysis of current trends in the development of marketing activities and the impact of information technology on the development of entrepreneurship is carried out, which is now the basis for the formation of the necessary set of marketing tools that can be used to improve the efficiency of the enterprise. It was determined that in the transition to market mechanisms of functioning, Ukrainian machine-building enterprises needed to optimize their activities, considering the mutual influence of the components of each enterprise’s external market and internal marketing environment. It was concluded that Ukrainian enterprises are forced to pay great attention to the processes in a rapidly changing external environment to adapt and adapt to them promptly; this is especially important for industrial enterprises focused on marketing activities. The presented research in the form of recommendations for using marketing tools has practical significance for modern business structures

The banking sector is constantly evolving, seeking effective ways to attract and retain clients, especially those with high financial potential. One of the ways to achieve this goal is to provide car loans at low interest rates, such as 0.01%. However, the untimely outflow of clients after repayment of the car loan becomes a significant problem for banks leading to the loss of potential income from other banking services. The research aims to evaluate the impact of selling additional banking services on increasing clients' activity duration. The research used statistics on opening new bank clients, whose first product was a car loan at an interest rate of 0.01%, from 2018 to 2022. The dataset included 9,224 records. The Cox proportional hazards model is used to determine the impact of a credit card on the duration of car loan client activity. The analysis of the model coefficients showed that with a credit card, clients closed at a rate of 0.86 of the rate of closing clients without a credit card. However, during the verification of the proportional hazard assumption, it was determined that the credit card's influence level changes significantly over time, indicating the model's inadequacy. The next phase of the study was the search for an influencing parameter that meets all the quality conditions of the Cox model. Having a credit card with at least one transaction was selected. For this model variation, all indicators of model adequacy were met. The coefficient estimation results showed that clients with an active credit card closed at a rate of 0.36 of the rate of closing clients without it. The evaluation of the active credit card impact confirms that selling a credit card allows for an increase in the bank clients' activity duration. However, a critical success factor is the sale of a credit card and its activation. The obtained research results can be used to optimize the bank's marketing and sales strategies, ensure more effective customer retention and increase the bank's profits.

The banking sector is constantly evolving, seeking effective ways to attract and retain clients, especially those with high financial potential. One of the ways to achieve this goal is to provide car loans at low interest rates, such as 0.01%. However, the untimely outflow of clients after repayment of the car loan becomes a significant problem for banks leading to the loss of potential income from other banking services. The research aims to evaluate the impact of selling additional banking services on increasing clients' activity duration. The research used statistics on opening new bank clients, whose first product was a car loan at an interest rate of 0.01%, from 2018 to 2022. The dataset included 9,224 records. The Cox proportional hazards model is used to determine the impact of a credit card on the duration of car loan client activity. The analysis of the model coefficients showed that with a credit card, clients closed at a rate of 0.86 of the rate of closing clients without a credit card. However, during the verification of the proportional hazard assumption, it was determined that the credit card's influence level changes significantly over time, indicating the model's inadequacy. The next phase of the study was the search for an influencing parameter that meets all the quality conditions of the Cox model. Having a credit card with at least one transaction was selected. For this model variation, all indicators of model adequacy were met. The coefficient estimation results showed that clients with an active credit card closed at a rate of 0.36 of the rate of closing clients without it. The evaluation of the active credit card impact confirms that selling a credit card allows for an increase in the bank clients' activity duration. However, a critical success factor is the sale of a credit card and its activation. The obtained research results can be used to optimize the bank's marketing and sales strategies, ensure more effective customer retention and increase the bank's profits. [ABSTRACT FROM AUTHOR]

The purpose of the article is to study the main methods and indicators of comprehensive assessment of the effectiveness of marketing activities (profit, market share, sales volume, etc.), as well as to generalise typical marketing solutions in crisis conditions. The methodological basis of the study was a synthesis of the results of applied research in economics, scientific works of domestic and foreign scientists, which highlighted the basic theories of competitive advantage, competitiveness and marketing management. As a result of the conducted analysis of management problems in the sphere of marketing activity of an organisation, the article marks out the role of the information base for making sound management decisions. The article identifies the areas of comprehensive analysis, namely: study of the market situation, competitive environment, consumer behaviour, macro- and micro-environmental factors. Practical results. Special attention is paid to the complex interaction of marketing and management tools at enterprises in crisis conditions, and if the goal of managing an organisation is to make effective decisions, then the goal of marketing as a business philosophy is the formation of solutions adequate to external conditions, which is especially important during the negative impact of crisis phenomena. The need for the company to use the Internet resource, which allows to establish relations with customers at significantly lower costs, has been justified. Value/originality. A systematisation of typical marketing solutions was carried out depending on the periods of crisis development. Three ways of optimising product promotion costs are proposed. A complex of factors such as: features of the company's mission are highlighted; results of strategic planning; features of the company's marketing strategy; factors of the company's external marketing environment; factors of the company's internal marketing environment, which must be taken into account when making anti-crisis marketing decisions.

This paper draws on practice theory and a review of practice theoretical studies in marketing, management, consumer, and markets research to advance our knowledge of marketing as a value-creating activity within firms. Building on previous research, the paper contributes to the literature by advancing a Marketing-as-Practice (MAP) framework based on three key concepts: marketing practices, marketing practitioners, and marketing praxis. The structures and interrelationships between these key concepts are also outlined. The framework can be used to study value-creating marketing activities within firms as well as between firms and their stakeholders which is in line with the American Marketing Association's definition of marketing. This paper also contributes by presenting a MAP research agenda to guide future research on value-creating marketing activity. [ABSTRACT FROM AUTHOR]

The article highlights the essence of Internet marketing, its role and opportunities in the distribution of goods and services. I determined the advantages of digital marketing in modern conditions. The purpose of the study is to consider the features of the use of Internet marketing tools, types of distribution channels, interaction with various spheres of consumer life, and to identify features that should be applied in the activities of enterprises. The automated system of information processes is a strategic factor of competition. The tools of interactive marketing are e-mail, promo site, website, mobile messages, and the use of e-commerce. At the current stage of informatization of society, this technology is the most significant in the complex of information solutions and is gradually absorbing all the above-listed information technologies of interaction. Channels that I considered as ways of promoting goods and services in a complex of marketing communications, indicating the advantages of each of them. The main advantages of digital marketing in modern conditions are interactivity; absence of territorial restrictions; easy access to resources; attraction of the target audience; the ability to quickly assess the promotion company being conducted and manage events in real time. The functions of interactive marketing are the study of sales; study of pricing; study of advertising; study of consumer wishes; assortment planning; sales promotion. The use of a system of Internet marketing tools will provide an opportunity to conduct business more effectively on the Internet, that is, to reduce production costs, carry out effective marketing research, automate the processes of buying and selling and informing customers, conduct market analysis, and increase the effectiveness of buyer-seller interaction. Companies large and small, despite the aforementioned difficulties, are quickly including interactive marketing in the list of marketing tools used. In the 21st century, interactive marketing will prove to everyone that it is capable of becoming a powerful tool for creating sustainable relationships with customers, improving sales performance, providing customers with information about the company and the products it manufactures, for more efficient and cheaper delivery of goods and services to end consumers.

The article is devoted to the experience of using the marketing mix 4E model. The focus of this marketing complex has been redirected from the product to solving the consumer’s problem. The companies shifting from the 4Ps to the 4Es are the ones that will maintain or develop a competitive edge. One of these companies is the LEGO Group. The LEGO brick is the most essential product. The article discusses the principles of the company’s activities based on values and strategies, such as imagination, creativity, fun, learning, caring, and quality. The LEGO brand framework includes belief, mission, vision, idea, values, promises, and spirit. One of the essential products offered by the company is the LEGO SERIOUS PLAY methodology, a creative process designed to enhance innovation and business performance based on using LEGO bricks in work and training. The article considers aspects of applying the traditional marketing model, a mix of 4P and the relatively new 4E model for the company’s products transforming the following components of these models: 1) product becomes experience; 2) place becomes every place; 3) price becomes exchange; 4) promotion becomes evangelism. Through the prism of the 4E model, the company’s mission and vision, market segments that target LEGO products, how the company creates customer experience, features of the development and promotion of the company’s brand, and the values offered to consumers of LEGO Group products are analysed in detail.

The relevance of the use of artificial intelligence tools for managing the behavior of economic agents in marketing activities is substantiated. The subject of research in the article is artificial intelligence tools for managing the behavior of economic agents in marketing activities. The goal of the article is to study the possibilities of artificial intelligence tools for managing the behavior of economic agents in marketing activities. Objective: to identify the object and subject of management when using marketing tools of artificial intelligence, schematically display their relationships and group similar tools, for further description of their capabilities, advantages and disadvantages with the aim of using them in the marketing activities of enterprises. General scientific methods are used: system analysis - to determine the features of artificial intelligence tools for managing the behavior of economic agents in marketing activities, structural (functional) analysis - to identify the main functions of artificial intelligence tools for managing the behavior of economic agents in marketing activities. The results were obtained: the grouped artificial intelligence tools for managing the behavior of economic agents in marketing activities are presented, and the interaction schemes of objects and management subjects of each group of tools are presented. Conclusions: the use of artificial intelligence tools to manage the behavior of economic agents in marketing activities will allow enterprises to get more profit due to an increase in the number of goods sold, and customers to spend money on meeting relevant needs.

The results of the marketing analysis of the market of special equipment for housing and communal services of Russia are presented. Market trends have been analysed, the sales dynamics of municipal machinery have been characterised and segments of the product portfolio of domestic manufacturers have been identified. The article analyzes the features of the development of two key product segments - the segment of snowplows and snow loaders, as well as the segment of garbage trucks. It is proved that they have a high market potential and objective prerequisites for import substitution, but they need to improve marketing support. The authors proposed and justified a set of measures to improve marketing activities, including development of financial instruments to support customers, expansion of the product line, improvement of distribution strategies, optimisation of call centers and the development of exports using state support tools.

The article is devoted to topical issues of the COVID-19 impact on the marketing activities of medical institutions. Attention is paid to the analysis of the main innovations in medical marketing that arose in response to the challenges caused by the coronavirus pandemic. The authors paid attention to the maintenance of pages in social networks, setting up targeted advertising, developing health care websites, partnerships between medical institutions, virtual help of doctors and others. Using the example of the medical center, the introduction of new marketing trends into the work of the medical institution is described (digitization, upgrade of pages in social networks, implementation of online patient appointments, maintenance of expert accounts, online appointment). The advantages of introducing such innovations into the activities of medical institutions and the prospects for their improvement have been studied.

Competition between marketing strategies of enterprises shifts to the use of artificial intelligence and begins to be considered in the context of competition between Data Science projects. Therefore, the issue of developing methodology and building a model in a particular area is relevant, which will make the project quite effective and ensure the achievement of goals for the company. The banking services market has a certain specificity of consumer behaviour, so forming marketing strategies is a somewhat complex process. Thus, banks face the task of maintaining the loyalty of their existing customers and attracting new ones. This article aims to build a marketing strategy to attract new customers in the banking sector using Data Science tools. The result of the study is the construction of two econometric models of the different bank's credit products: cash loans and credit cards, which determine the influence of various factors on this process and helps to distribute the advertising budget between different types of advertising. Using the built model, it was determined that advertising campaigns directly affect the increase in the number of new customers in the bank and the overall growth of brand knowledge about the banking institution in society. In addition, the determined weights of each influencing factor helped form an advertising budget, which increased customer inflows by 12%, with an average ROI of 3.18. Taking all into account, the model had shown its effectiveness in organising the bank's advertising campaign when decisions were made using Data Science technologies. The results obtained based on the models give a fairly clear understanding of the factors influencing the inflow of new customers in the bank, which will model the distribution of the budget for advertising campaigns in future periods and predict their effectiveness. Competition in the country's financial sector is forcing banking institutions to use data science in their marketing activities. [ABSTRACT FROM AUTHOR]

As digital advertising industry grows, consumers’ concerns over personal information protect also rise. Thus, the current study is designed to explore college students’ perspectives on digital behavioral advertising and personal information protection through in-depth interviews. According to study results, importance of personal information protection is highly regarded among college students and interviewees suggest individuals, companies, and government organizations work together to protect personal information. College students’ behavioral level of personal information protection can be divided into three levels such as 1) no-action taken, 2) passive response, and 3) active response. The study found that college students’ attitude toward digital behavioral advertising is positive and also negative at the same time. Lastly, the study suggests that college students have positive attitude toward companies’ personal information collection and use for the marketing purpose such as digital behavioral advertising. At the discussion section this study puts emphasis on the need for digital media literacy education and suggests practical implications for personal information collection and its procedures. [ABSTRACT FROM AUTHOR]

Abstract. The article is aimed at the forming approaches for the estimated probability of bankruptcy in the system of strategic management of marketing activity which serves as a tool for coordinating production and distribution of goods and services based on the customer needs, market characteristics and the development of practical measures to meet identified needs. It is proved that strategic management of marketing activity is the difficult task because it is necessary to achieve a dynamic balance between environmental factors and internal resources of the enterprise. The proposed analytical and applied support for the estimated probability of bankruptcy in the system of strategic management of marketing activity is based on the use of diagnostic expert systems that make it possible to formulate reasonable conclusions, to implement the necessary procedures aimed at the obtaining answers, to obtain the generalized results of analysis and to assess the probability of bankruptcy in a convenient form. It is substantiated the procedure for the estimated probability of bankruptcy in the context of strategic management of marketing activity providing for the formation of a set of indicators based on the selected criteria characterizing the state of the enterprise as a whole and the level of marketing activity. It is established the membership functions of the fuzzy value of the indicator to the previously introduced term-sets of the levels of the probability of bankruptcy. The results of calculating membership functions for each of the selected indicators made it possible to obtain the objective result of the estimated probability of the enterprise bankruptcy according to the selected system of indicators grouped by the activity areas in conditions of uncertainty and variability of the external environment for the current and future periods. The proposed approach for the estimated probability of the enterprise bankruptcy based on the regression mechanism of inference serves as the basis for the production of strategic management influences aimed at the stabilizing the financial condition of the enterprise by harmonizing production and sales activities in the context of marketing activity. Further areas of researches are the formation of a mechanism for strategic management of the enterprise marketing activity based on the implementation of the marketing concept in the context of the need to adapt to changing environmental conditions and consumer needs. Keywords: management, strategic management, marketing, marketing activity, bankruptcy, estimated probability of bankruptcy. JEL Classification G21, J31 Formulas: 0; fig.: 3; tabl.: 5; bibl.: 21.

Methodological approaches are studied and conceptual provisions of the mechanism of reflective management of consumer behavior in marketing activities of enterprises are proposed, which involve identifying reflective components of consumer behavior in the decision-making process on product acquisition, formation and implementation of reflective control influences. The method of identifying reflective components of consumer behavior in marketing activities of enterprises, in particular - the factors influencing the likelihood of consumer inheritance in the decision to purchase products, based on the conclusions of neurobiological researches by V. Klyucharev and improved method of multifactorial researches by R. Cattell. A distinctive feature of the improved R. Cattell‟s method is the interpretation of questionnaires to determine the reflective components of consumer behavior in the decision to purchase a product, including the level of emotional instability, conformism, introversion, awareness and evaluation of decisionmaking time. reflexive control influences to increase product sales. The formalization of key reflexive components is carried out and the sequence of stages of realization of the mechanism of reflexive management of behavior of consumers in marketing activity of the enterprises is resulted. To implement the conceptual provisions of the mechanism of reflective management of consumer behavior in marketing activities of a company proposed to use a modified model "advertising of goods" by A. Chkhartishvili aimed at profit maximization, which, unlike existing, uses reflective components of consumer behavior in the purchase decision products, in particular - the tendency of consumers to imitate. The application of the model will increase the efficiency and validity of management decisions to manage consumer behavior to enhance the competitive advantages of the enterprise. [ABSTRACT FROM AUTHOR]

In the information age, the role of higher education as a factor of social progress is increasing. The competition among higher education institutions is also growing. This requires higher education institutions’ (HEIs) marketing policies to be diversified, digitalized, and integrated into the virtual space. In order to find out the role and importance of Internet tools and in marketing activities, a questionnaire survey was conducted among managers and specialists of HEIs in Ukraine and Poland. The data served as the basis to study the level of variation, structure similarity, and consistency of the generalized responses of the respondents of the two countries. We verified hypotheses about (1) the absence of significant differences between the estimates of the role of the Internet in the marketing activities of HEIs in Poland and Ukraine; (2) the consistency of answers of the respondents of the two countries regarding the use of the Internet in market activites of HEIs; (3) HEIs’ use mostly geo-targeting potential consumers of higher education online. The dominant feature of the Internet – quick access to information – enables effective marketing activities. The management of HEIs should increase the awareness of their marketing staff in using the Internet to expand the delivery of educational services, intensify interviewing practices for obtaining feedback from customers, attract sponsors, promote their own brands, do market research, and so on.

The modern market of medical services of the Republic of Kazakhstan is demonopolized. There are state and private medical institutions in the market that compete with each other.Given the limited financing of the health system and the transfer of outpatient facilities to economic management, the combination of improving the quality and accessibility of medical services for the population and the profitability of the institutions themselves is an important and rather difficult task. In the present study, this problem is proposed to be solved by applying marketing.A modern understanding of the purpose of marketing is not to maximize profits, but to meet the basic needs of the population, ensuring the availability of socially significant goods and services. This emphasizes the social orientation of modern marketing and the achievement of a balance of three marketing goals: satisfying the needs of consumers, maximizing the profits of producers and taking into account the interests of society.In the course of the analysis of the theoretical and methodological aspects of marketing medical services, as well as evaluating the marketing activities of Polyclinic No. 6 of Uralsk, it was revealed that, by improving marketing activities, outpatient organizations are able to compete with private medical institutions, in addition maintain and improve the quality medical services provided.The article gives a theoretical and practical justification for the marketing of medical services in a modern economy and develops a marketing model for clinic number 6 in the city of Uralsk, West Kazakhstan region.

In the article the features of the activity of the Energy Enterprise in the context of reforming the electric power industry are defined, the organizational structure is analyzed and its main shortcomings are identified; the main financial indicators of the enterprise are analyzed; in which indicators there is a tendency to increase and decrease are determined, possible consequences from maintaining a negative trend in the future are provided; the external environment of the enterprise is characterized, its strategic business units are highlighted; the threats and opportunities available to the enterprise under the influence of the external environment are considered. Based on the analysis, recommendations are developed for improvement of the activity of the Electric Power Industry Enterprise, using marketing tools; recommendations are given for improving the organizational structure of the enterprise by implementing a specialized full-fledged marketing department in order to solve marketing problems and establish the process of interaction with electricity consumers the economic and social effect of creating a full-fledged marketing department is justified; the company's activities in social networks are analyzed and a number of shortcomings are identified; it is recommended to improve the use of marketing tools in the economic activity of the enterprise to increase competitiveness in the electric power market by using digital marketing tools, namely, improving the design of the business page on Facebook, developing corporate style, changing the ratio of content types, using all platforms for interaction with the target audience in the social network Facebook, changing the presentation of text and visual material in order to increase the effectiveness of perception, creating a page in the promising social network Instagram. [ABSTRACT FROM AUTHOR]

The theoretical bases of benchmarking are investigated in the article. Its main characteristics and components, as well as methods of application and types, in particular, internal, competitive, joint, process and strategic, are determined. A detailed analysis of each type and examples of practical application in the marketing activities of industrial enterprises, taking into account foreign experience. Emphasis is placed on the main problems of benchmarking in the marketing activities of domestic industrial enterprises and suggested ways to eliminate them. [ABSTRACT FROM AUTHOR]

The article deals with the current state of the Russian marketing in the construction industry, the main problems and their causes, as well as a number of recommendations to improve the marketing activities of a construction company based on the specific problems.

In a harsh competitive environment, the ongoing analysis and monitoring of the marketing program implementation, that was developed on the basis of research and market forecasting, analysis of internal and external state of the enterprise, market behavior strategy and tactics development, is one of the urgent demands. The purpose of the article is to study the practical aspects of marketing audit and to develop practical recommendations for its optimization. General scientific methods of research are applied: induction and deduction, refinement and classification. The author summarizes that the task of managers is to master the peculiarities of conducting marketing audits at an enterprise and effectively use their results for adjusting their activity. The article clarifies the content load of marketing audit concept, substantiates the stages of its conduct at the enterprise, defines the tasks and outlines the advantages of its application. It is defined that the important result of marketing audit is an opportunity to specify the factors that form the economic potential of the enterprise. The following main elements of control and analytical system of the enterprise are distinguished: situational analysis is the preliminary analytical stage of marketing planning; marketing control; marketing revision; marketing audit. The structure of the information flow during the marketing audit has been generalized: legal and regulatory framework; information about the results of marketing activity; accounting; integrated information. This list of analyzed information during the audit allows to cover all possible problem areas, and define necessary steps to improve marketing activities. It is concluded that audit of marketing activity is an effective, special and key factor in the regulation and control of enterprises’ activities. It gives an opportunity to timely define shortcomings in company’s work and effectively eliminate them, therefore, it is a strategic methodological basis for changes in enterprise’s activities. Further research will be devoted to marketing audit planning and performance

In modern conditions, for small and part of the average Ukrainian agricultural commodity producers, the main and predominantly single component of the marketing complex remains the commodity policy, which is formed under conditions of incomplete retrospective information on the state of the market. The purpose of the article is to assess the possibilities of activation and increase of the efficiency of marketing activity of small and medium-sized agricultural enterprises of Ukraine in the context of administrative-territorial reform. Methodological basis of the research is analysis, system approach, dialectical method of scientific knowledge, fundamental positions of modern economic theory, marketing, concept of strategic management, scientific works of leading scientists-economists, devoted to research of problems of management of marketing activity of agricultural commodity producers. The results of the study show that the only way small and medium-sized farms can compete with big ones is to collaborate with each other to implement the concept of collective marketing. World practice shows the prevalence and effectiveness of functioning in the agrarian sector of cooperative structures that take on a significant part of marketing functions. In Ukraine, the process of combining agricultural commodity producers into cooperatives is slow and not widely spread due to institutional and subjective reasons, the main ones being the lack of mutual trust and the lack of experience and information on the benefits of cooperation. The scientific novelty of the research is to substantiate the proposals on the feasibility of creating agricultural commodity producers, which are one united territorial community of a single organizational structure – a marketing coordination center. The practical value of the study is to calculate the cost estimates for the creation and maintenance of the functioning of the marketing focal point and the development of its recommended organizational structure with the allocation of functional responsibilities of employees. A promising direction for further research is to find out the potential role of local authorities in coordinating the marketing activities of agricultural producers

The subject of this study is a new direction in the marketing activities of the enterprise - neuromarketing, which uses the latest developments in the field of psychology, neurobiology and behavioral economics in the analysis of consumer behavior. The goal of the study is to determine the definition of "neuromarketing", provide a comparative analysis of traditional marketing and neuromarketing, to identify strengths and weaknesses, opportunities and threats of neuromarketing, and create a new information component of the system for scanning strategic information of business entities of the country. Further development of certain theoretical and practical aspects of the use of neuromarketing as an effective modern toolkit for product promotion in commodity markets has been studied. The following tasks are solved in the article: analysis of the theoretical and practical aspects of the use of neuromarketing, analysis of the main methods for obtaining and processing relevant information. The following methods are used: theoretical generalization, comparative analysis, analytical, analysis and synthesis, SWOT analysis. The following results were obtained: descriptive model of neuromarketing was proposed; the principles of neuromarketing were formulated; the comparison of neuromarketing and traditional marketing was done; the main ethical problems of neuromarketing research were considered; the SWOT-analysis of neuromarketing, which will contribute to a clearer understanding of the nature was carried out, advantages and disadvantages of the new innovative marketing technology were studied, assessment of the prospects for the development of neuromarketing in the country was considered; proposals for the further development of the marketing information system of the enterprise by supplementing its primary information obtained in the process of applying neuromarketing – an innovative marketing technology were developed. Conclusions: It has been established that neuromarketing is an innovative modern instrument of traditional marketing, a promising method of product promotion. A study of neuromarketing has shown that this area today is one of the marketing technologies of the future; the functionality of it has not yet been fully formed and explored. However, today neuromarketing is a powerful innovative marketing tool that, over the quarter century of its existence, has made a significant contribution to both the development of business structures and the science of traditional marketing.

The spread of global marketing communications in the context of business management is caused by the need of companies to adjust strategies to the technological era of digitalization. As a result, international enterprises promote the use of their products and services in different countries with the help of communicational instruments, including advertising, social media networks, electronic mail, and others. The use of these digital instruments helps to minimize meaningless marketing activity and concentrate only on the methods that can potentially increase the profits of global companies. The research focuses on the review of theoretical literature about the importance of marketing communications and defines the practical aspects of the use of communicational instruments that can work simultaneously in different locations due to the correct choice of channels. The purpose of the article lies in the analysis of ties between global marketing communications and the consistent progress of reputation of the brand caused by the combination of social media publications, advertising, public relations, and promotion. The primary research question of the article focuses on answering how international businesses can use global marketing communications for the aim of building positive images of these companies. Another secondary research question defines what is the role of globalization in the choice of possible methods of control that can be used to organize the management of marketing communications during various branding campaigns. The hypothesis of the article deals with the fact that modern companies can achieve visible progress in chosen areas of business activity if they follow the guidelines of effective management of global marketing strategy that include the accuracy in defining preferable channels for reaching their audience, the understanding of the population that forms the number of potential customers, the implementation of technological equipment for the further development, and the rational division of financial resources of marketing departments.

Under reducing domestic demand for food in Ukraine and increasing dependence on the world food market, a significant part of quasi-price rent from its sale is assigned by intermediary exporters, thus reducing the welfare of domestic commodity producers and consumers. To mitigate this negative effect, it is necessary to have a carefully designed marketing business strategy. The purpose of this article is to summarize the practice of using the main elements of the marketing complex, analyze the effective management of marketing activities of agricultural producers in Ukraine and determine the main directions for increasing its effectiveness by establishing marketing relations for the product supply. Given the large area of Ukraine and the complexity to obtain monographic data that are not subject to monitoring by the State Statistics Service, the study was conducted using agricultural enterprises of the typical agricultural district, namely Khrystynivka district of Cherkasy region (Ukraine) as an example. It is revealed that the use of marketing tools by agricultural enterprises is limited due to the specifics of commodity products and the managers’ focus on short-term business goals. The analysis of forming and realizing the marketing complex of the district enterprises using the monographic method has shown that enterprises systematically use only elements such as commodity policy and distribution policy, while relying exclusively on retrospective marketing data. Significant increase in the return on marketing costs in the short term can only be achieved if formal or informal associations of commodity producers are formed on a functional-territorial basis. This will create a scale effect and allow each member to reduce transaction costs and get an additional premium. It is proved that while conducting administrative-territorial reform in Ukraine, it is most appropriate to form such associations within the boundaries of the united territorial communities.

While implementing the radical transformations, such as the business processes reengineering in the work of industrial enterprises, there is a need to increase the personnel operating efficiency in the business processes redesign. The urgent increase of control by the top management of companies is demanded for observing the procedure and standards of business processes reengineering at the enterprises in order to increase its cost effectiveness. Therefore, the relevance of the scientific research subject is indisputable. The research works of academic economists concerning the features of staffing for the business processes reengineering of companies are analyzed. The ways to overcome the resistance to organizational changes of industrial enterprises by the staff are developed. The description of the effective members of the reengineering team in the work of the company has been improved by forming special features of each member of the reengineering team. The personal and professional competencies of the personnel are shaped and offered as the most effective ones for successful realization of marketing activity reengineering at the industrial enterprises. A questionnaire was developed as part of the analysis and selection of personnel during the marketing activities reengineering at the industrial enterprises. The resulting component of the questionnaire was developed for making managerial decision on personnel selection in reengineering teams.

The article discloses the relevance, problems and needs of the accounting system of business partnership of enterprise. The marketing approach to formation of the accounting system of business partnership is presented. The relevance and necessity of an innovative approach to the business partnership of enterprise is proved. The connection of business partnership with its accounting system and marketing is covered. The classification of marketing services which is the basis of marketing approach is presented. The problems and conflicts observed in the current accountance system, which in turn distort the accounting information generated for the users’ needs, are disclosed. The contradictions in the theory and practice of marketing and accounting, which do not allow to obtain objective information about the efficiency of both marketing in general and a separate marketing service, are substantiated. The correlations and contradictions between marketing costs and sales costs are disclosed. The measures as to optimization of the accounting information according to requirements of the business partnership of enterprise are suggested.

The article presents the author’s own methodology of diagnostics of marketing activity of higher education institutions, including the developed structural-logical scheme of preparation and carrying out, in the basis of which lays the method of morphological analysis and scoring estimations. Using the presented methodology, a deep and constructive analysis of performance characteristics of marketing activity of higher education institutions along with the subsystems of marketing was carried out, information was obtained to determine initial conditions and to develop appropriate management decisions to improve it. According to the results of the carried out analysis, the national experience of marketing activity of higher education institutions is generalized, defining its level, as well as its peculiarities and problems.

Activity of business entities requires a constant increase in the level of their economic potential and the level of competitiveness of the products on the market. This task can be fulfilled provided the concept of constant economic growth is formed in the activity of enterprises, which can be implemented through the management of changes in the economic activity of enterprises. One of the components is the marketing activity, which plays one of the leading roles in shaping the sustainable development of an industrial enterprise when carrying out transformational changes in its activity. These changes, which are the re-engineering of business processes, help the company management adapt to the changing market (marketing) environment and optimize the internal business processes. The relevance of the research is undeniable. The article presents the main directions of transition to the effective marketing activity in the period of re-engineering of industrial enterprises’ business processes based on the analysis of the main trends of marketing and innovation activities of economic entities from different countries. The authors developed the indices that characterize the marketing potential of the company during the business processes’ re-engineering. They proposed to use an integral index of the company’s marketing potential during radical transformations and to take effective management decisions based on the prevailing range of its criteria values when carrying out an economic estimation of the company’s marketing potential in the period of business processes’ re-engineering. The results obtained from the calculations demonstrate the final estimation of the industrial enterprise’s marketing potential during the business processes’ re-engineering, which allows the top management of the industrial company to determine the level of performance of the company marketing activity and make sound managerial decisions for its further development.

The article is aimed at developing an organizational mechanism to provide reengineering of the marketing activities of machine-building enterprise for further development of the appropriate methodical recommendations. The meaning and role of organizational structure in the sphere of reengineering are disclosed, the key aspects and principles of its construction are defined; the key elements, in particular business processes, and their role in organizational structure as well as properties of the organizational system are researched; content of the basic components of the organizational mechanism of the provision, their role and peculiarities of communication between them are analyzed. The new attitude to the principles of construction, functional content and content of the constituents of organization of enterprises allows to realize the wide functional potential of organizational possibilities within the terms of reengineering, as well as to form an organizational mechanism of post-reengineering company. Certain aspects of development of the organizational mechanism create the preconditions and disclose a potential instrumentarium for effective and efficient methodical recommendations as to reengineering of marketing activities of Ukrainian machine-building enterprises.

Increasing competitiveness in today's economy keeping in mind that you have to take care to existing customers and gaining new customers, by keeping them all the time loyal, is a very crucial and very hard. Thus, the agricultural sector in Kosovo, which is in a growth stage, has to develop strong marketing relations with customers and "fight" competition in one side and to increase competitiveness in other side, through marketing activities, which will lead to find new strategies to sell existing products and find new products to fulfill customer needs and wants. The main purpose of this study is to analyze the role of marketing activities used by Kosovar agricultural enterprises toward customer loyalty and increase of competitiveness. Main objectives of this study are: to analyze marketing activities of producers toward the customer loyalty; analyses of the linkage between new products strategy to fight competition and customer loyalty and; linkage between the business profitability and keeping customers loyal. The applied research method is a quantitative method. Questionnaire was used as the research instrument for this study. The survey was self-administered and conducted from September 2019 to January 2020 using selected sampling technique oriented towards agricultural enterprises which are better consolidated in the market. The sample consisted of 60 businesses surveyed from all regions of Kosovo. The findings shows that regardless of the size of the enterprise, consumers who are loyal to certain enterprise brands compared to the competition have strong links to market research activities by these enterprises and business profitability is related close to the loyalty of their customers. This research has also its limitation leaving a space for further exploration of the dimensions related to loyalty, profitability and competitiveness of companies from Kosovo versus companies of regional markets. [ABSTRACT FROM AUTHOR]

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In the information age, the role of higher education as a factor of social progress is increasing. The competition among higher education institutions is also growing. This requires higher education institutions' (HEIs) marketing policies to be diversified, digitalized, and integrated into the virtual space. In order to find out the role and importance of Internet tools and in marketing activities, a questionnaire survey was conducted among managers and specialists of HEIs in Ukraine and Poland. The data served as the basis to study the level of variation, structure similarity, and consistency of the generalized responses of the respondents of the two countries. We verified hypotheses about (1) the absence of significant differences between the estimates of the role of the Internet in the marketing activities of HEIs in Poland and Ukraine; (2) the consistency of answers of the respondents of the two countries regarding the use of the Internet in market activites of HEIs; (3) HEIs' use mostly geo-targeting potential consumers of higher education online. The dominant feature of the Internet - quick access to information - enables effective marketing activities. The management of HEIs should increase the awareness of their marketing staff in using the Internet to expand the delivery of educational services, intensify interviewing practices for obtaining feedback from customers, attract sponsors, promote their own brands, do market research, and so on. W warunkach ery informacyjnej zwiększa się rola szkolnictwa wyższego w systemie czynników stymulujących postęp społeczny, wzrasta też poziom konkurencji w środowisku dostawców tych usług. Wymaga to dywersyfikacji polityki marketingowej instytucji szkolnictwa wyższego, jej digitalizacji i integracji w przestrzeni wirtualnej. W celu zbadania roli narzędzi internetowych i ich znaczenia w działaniach marketingowych przeprowadzono badania ankietowe wśród menedżerów i specjalistów instytucji szkolnictwa wyższego na Ukrainie i w Polsce. Uzyskane dane posłużyły jako podstawa do badania poziomu zmienności, podobieństwa struktur i ogólnej spójności odpowiedzi respondentów z tych dwóch krajów. Zweryfikowano hipotezy dotyczące braku istotnych różnic między przewidywaną rolą Internetu w działalności marketingowej instytucji szkolnictwa wyższego w Polsce i na Ukrainie, spójności odpowiedzi respondentów z tych dwóch krajów na temat poziomu rozpowszechnienia praktyk korzystania z Internetu w działaniach marketingowych instytucji szkolnictwa wyższego oraz docierania przez Internet do potencjalnych studentów przez szkoły wyższe z uwzględnieniem czynników geograficznych. Dominująca cecha Internetu - szybki dostęp do informacji - umożliwia skuteczne działania marketingowe. Osoby zarządzające szkołami wyższymi powinny zwiększyć świadomość pracowników działów marketingu w zakresie korzystania z Internetu w celu rozszerzenia świadczenia usług edukacyjnych, zintensyfikowania interakcji z klientami, przyciągnięcia sponsorów, promowania własnych marek, badań rynku i tym podobnych. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Economic Sciences, Management & Commercial Sciences (JESMCS) is the property of Association of Arab Universities and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Nowadays, the Ukrainian economic system is facing difficulties because of country’s integration into the world globalization processes, and crisis phenomena create uncertainty and lack of stability to entrepreneurship that results in the increase in risk of international business processes. Therefore, assessing the marketing performance of a domestic enterprise under the instability is of particular interest. This requires for quantitative and qualitative system-based and situational reasoning of its marketing development plan. The main objective of the paper is to determine the methodological approaches to assessing both the quantitative and qualitative results of an enterprise’s marketing performance. It is determined that in the current context of the national economic system, the operation of business must include the actions directed to mutually agreed economic, image-building, informational, environmental, and social goals. In this regard, the concept of marketing strategy of an enterprise’s functioning and development in a volatile environment based on the system-based and situational approach is developed, and the assessment tools to evaluate marketing strategy performance are proposed (marketing performance evaluation model based on sales revenue index; forecasting the amount of profit from participation in international business processes; plan of actions in cases of forecasting the profit from participation in international business processes taking into account the effectiveness of marketing strategies realization; PSR-FM method that allows to integrate evaluation results of customers’ perceptual and transactional loyalty). The approaches to assessing the effectiveness of the enterprise’s marketing strategy development allow to analyze both the marketing performance of an enterprise at large and the specific marketing initiative regardless of area of economic activity.