DEVELOPMENT OF MARKETING AT AGRICULTURAL AND PROCESSING ENTERPRISES

Recommended quote for this post:

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