DEVELOPMENT OF MARKETING AT AGRICULTURAL AND PROCESSING ENTERPRISES

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Bondarenko V., Sidorenko V., Hryshchenko A., Vyshnivska B., Nahorna O., ect. Development of marketing at agricultural and processing enterprises. Monograph. – Primedia eLaunch, Boston, USA, 2024. – 440 p.

URL: https://isg-konf.com/979-8-89372-172-0/.

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TABLE OF CONTENTS

1.	Bondarenko Valerii, Sidorenko Vitaliy, Hryshchenko Alla IMPROVING THE MECHANISM FOR ATTRACTING INVESTMENTS INTO THE MARKETING STRUCTURE OF FRUIT AND VEGETABLE ENTERPRISES	9
2.	Vyshnivska Bogdana, Nahorna Olena GREEN MARKETING: HONESTY VS. DECEPTION	40
3.	Barylovych Olena PREREQUISITES FOR FORMING THE COMPANY'S PRICE POLICY IN A REAL AND DIGITAL ENVIRONMENT	56
3.1	THEORETICAL FOUNDATIONS OF PRICING	56
3.2	PRINCIPLES AND FEATURES OF PRICING IN ELECTRONIC COMMERCE	61
3.3	STAGES OF THE PRICING PROCESS IN A TRADITIONAL ENVIRONMENT	70
3.4	PECULIARITIES OF PRICING IN THE DIGITAL ENVIRONMENT	85
4.	Riabchyk Alla, Zikranets Mykola MARKETING COMMUNICATIONS: THEORETICAL AND PRACTICAL ASPECTS	97
4.1	THE ESSENCE AND TASKS OF MARKETING COMMUNICATIONS OF THE ENTERPRISE	97
4.2	THE STRUCTURE AND TOOLS OF THE MARKETING COMMUNICATIONS COMPLEX	108
4.3	THE PROCESS OF PLANNING MARKETING COMMUNICATIONS AT THE ENTERPRISE	121
4.4	METHODOLOGY FOR EVALUATING THE EFFECTIVENESS OF MARKETING COMMUNICATIONS	131
5.	Zbarskyi Vasil, Mastylo Andrey THEORETICAL AND METHODOLOGICAL PRINCIPLES OF MANAGEMENT OF MARKETING ACTIVITIES OF FARMS	143
5.1	METHODOLOGICAL APPROACHES TO THE MANAGEMENT OF MARKETING ACTIVITIES OF FARMS	147
5.1.1	THE ECONOMIC ESSENCE OF THE CONCEPT OF "MANAGEMENT BY MARKETING ACTIVITIES OF THE ENTERPRISE"	147
5.1.2	FUNCTIONS OF MANAGING THE MARKETING ACTIVITIES OF THE ENTERPRISE	152
5.1.3	METHODOLOGICAL APPROACHES TO ASSESSING THE MANAGEMENT OF MARKETING ACTIVITIES OF THE ENTERPRISE	156
6.	Avramenko Roman MARKETING SUPPORT OF COMMODITY PRODUCERS IN THE PUMPKIN SEED MARKET	170
6.1	THEORETICAL AND METHODOLOGICAL BASES OF MARKETING SUPPORT OF AGRICULTURAL ENTERPRISES	177
6.1.1	METHODOLOGICAL PRINCIPLES FOR ENSURING THE DEVELOPMENT OF MARKETING ACTIVITIES OF AGRI-FOOD ENTERPRISES	177
6.1.2	FEATURES OF MARKETING SUPPORT OF COMMODITY PRODUCERS' ACTIVITIES IN THE MARKET OF PUMPKIN SEEDS	188
6.1.3	CONCEPTUALAPPROACH TO ASSESSING THE EFFECTIVENESS OF MARKETING SUPPORT OF PUMPKIN SEED PRODUCERS	195
6.2	STATE, DEVELOPMENT TRENDS AND EFFECTIVENESS OF MARKETING ACTIVITIES OF ENTERPRISES IN THE PUMPKIN SEED MARKET	200
6.2.1	ANALYSIS OF THE OPERATING CONDITIONS OF ENTERPRISES AND TRENDS IN THE SEED MARKET	200
6.2.2	MARKETING STRATEGY TO STIMULATE SALES OF PUMPKIN SEEDS	206
6.2.3	PUMPKIN AS A NICHE CROP: NEW PERSPECTIVES FOR SMALL BUSINESSES	219
6.3	IMPROVING THE ORGANIZATION AND MANAGEMENT OF MARKETING AT PUMPKIN SEED PRODUCTION ENTERPRISES	226
6.3.1	IMPROVING THE MANAGEMENT OF MARKETING ACTIVITIES OF PUMPKIN SEED PRODUCERS	226
6.3.2	IDENTIFICATION OF STRATEGIC DIRECTIONS AND DEVELOPMENT GOALS AND DEVELOPMENT OF MARKETING STRATEGIES IN THE PUMPKIN SEED MARKET	235
7.	Galchynska Julia METHODOLOGY, MAIN METHODS AND ALGORITHMS OF BIOENERGY MARKET RESEARCH	242
8.	Havryliuk Yuliia, Kalkovska Iryna STATE REGULATION IS AN IMPORTANT FACTOR IN IMPROVING THE EFFICIENCY OF THE FRUIT AND VEGETABLE MARKET	295
9.	Heraimovych Violeta, Humenyuk Iryna MARKETING COMMUNICATIONS IN THE AGRIBUSINESS OF UKRAINE	315
10.	Golovnina Olena, Grydzhuk Iryna ASPECTS OF STRATEGIC COMPANY MANAGEMENT IN THE CONTEXT OF VALUE MARKETING	387
10.1	MARKETING STRATEGY AS A COMPONENT OF ORGANIZATION DEVELOPMENT MANAGEMENT	389
10.2	FEATURES OF THE MARKETING OF VALUES IN THE FORMATION OF STRATEGIC MANAGEMENT OF THE COMPANY'S ACTIVITIES DURING THE RUSSIAN-UKRAINIAN WAR	403
10.3	THE STRATEGY OF PRODUCT PROMOTION ON THE MARKET AND ITS FEATURES	407
10.4	CLASSIFICATION OF PROMOTION STRATEGIES	413
10.5	MODERN PROMOTION STRATEGY TOOLS	416
	REFERENCES	422