Рекомендоване цитування:
Bondarenko V., Levytska I., Klymchuk A., Riabchyk A., Barylovych O., Yatsenko A., Moskvichova O., Voskolupov V., Kalkovska I. Development of marketing in the agricultural sector of Ukraine's economy. Monograph. – Primedia eLaunch, Boston, USA, 2025. – 389 p.
TABLE OF CONTENTS
| 1. | Bondarenko Valerii
PROSPECTS AND FORECAST DIRECTIONS FOR THE EFFECTIVE DEVELOPMENT OF REGIONAL SYSTEMS BASED ON THE USE OF THEIR COLLECTIVE RESOURCE POTENTIAL |
8
|
| 1.1 | DIRECTIONS AND CONTENT OF STATE REGULATION AS A CONDITION FOR THE EFFECTIVE USE OF THE REGION'S RESOURCE POTENTIAL | 8 |
| 1.2 | INSTITUTIONAL SUPPORT FOR OPTIMISING THE DEVELOPMENT AND USE OF THE REGION'S POTENTIAL | 18 |
| 1.3 | PLANNING STRATEGIC DEVELOPMENT AND ENTREPRENEURIAL ACTIVITY IN THE SPHERE OF AGGREGATE RESOURCE POTENTIAL | 32 |
| 1.4 | BUILDING A FORECAST INTEGRATION MODEL FOR THE DEVELOPMENT OF REGIONAL SYSTEMS BASED ON THE COMPREHENSIVE USE OF AGGREGATE RESOURCE POTENTIAL | 44 |
| 2. | Levytska Inna, Klymchuk Alona
CONCEPTUAL APPROACHES TO THE DEVELOPMENT OF MARKETING ACTIVITIES OF AGRICULTURAL ENTERPRISES IN THE TRANSFORMING ECONOMY OF UKRAINE |
62
|
| 2.1 | THE EVOLUTION OF MARKETING IN THE SYSTEM OF MARKET RELATIONS | 63 |
| 2.2 | SPECIFICS AND DIRECTIONS OF MARKETING ACTIVITIES OF AGRICULTURAL ENTERPRISES | 81 |
| 2.3 | METHODOLOGY FOR EVALUATING THE EFFECTIVENESS OF MARKETING ACTIVITIES IN AGRICULTURE | 97 |
| 3. | Riabchyk Alla
ORGANIZATION OF MARKETING RESEARCH: THEORETICAL AND PRACTICAL ASPECTS |
113
|
| 3.1 | THE ESSENCE, FUNCTIONS AND OBJECTIVES OF MARKETING RESEARCH | 113 |
| 3.2 | AREAS AND TYPES OF MARKETING RESEARCH | 128 |
| 3.3 | THE PROCESS AND FEATURES OF CONDUCTING MARKETING RESEARCH | 139 |
| 3.4 | INFORMATION SUPPORT FOR MARKET RESEARCH | 151 |
| 4. | Barylovych Olena, Yatsenko Anastasia
PRICE ASPECTS OF AN ENTERPRISE IMAGE FORMATION |
164
|
| 4.1 | THEORETICAL FOUNDATIONS OF AN ENTERPRISE IMAGE | 164 |
| 4.2 | THE IMPACT OF PRICE ON THE FORMATION OF THE IMAGE OF THE ENTERPRISE AND THE PRODUCT | 172 |
| 4.3 | FACTORS AND FUNCTIONS OF PRICING FOR BRANDED GOODS | 180 |
| 5. | Moskvichova Olena
SUSTAINABLE MARKETING OF ORGANIC FERTILIZER COMPANIES IN THE CONTEXT OF ENVIRONMENTALISATION |
184
|
| 5.1 | THE EVOLUTION OF THE ESSENCE OF ECOLOGICAL MARKETING | 185 |
| 5.2 | GREEN TRENDS IN THE CONTEXT OF SUSTAINABLE DEVELOPMENT | 203 |
| 5.3 | THE PLACE OF EARTH REVIVAL ORGANIC FERTILISER PRODUCTION TECHNOLOGY IN THE CLASSIFICATION OF GREEN TECHNOLOGIES | 220 |
| 6. | Voskolupov Volodymyr
THEORETICAL ASPECTS OF MARKETING MANAGEMENT AT AGRICULTURAL ENTERPRISES |
237
|
| 6.1 | THE CONCEPT OF MARKETING MANAGEMENT IN ENTERPRISES | 237 |
| 6.2 | THE ESSENCE AND SIGNIFICANCE OF THE MARKETING MANAGEMENT SYSTEM OF ENTERPRISES | 259 |
| 6.3 | METHODOLOGICAL APPROACHES TO EVALUATING MARKETING MANAGEMENT IN ENTERPRISES | 265 |
| 6.4 | USE OF DIGITALISATION TOOLS IN THE MARKETING MANAGEMENT SYSTEM OF AGRICULTURAL ENTERPRISES
|
274 |
| 7. | Levytska Inna, Klymchuk Alona
MARKETING-BASED ADAPTIVE MANAGEMENT OF THE COMPETITIVENESS OF AGRICULTURAL ENTERPRISES IN THE CONTEXT OF EUROPEAN INTEGRATION |
294
|
| 7.1 | FORMATION OF KEY ELEMENTS OF THE MARKETING MANAGEMENT SYSTEM FOR THE COMPETITIVENESS OF AGRICULTURAL ENTERPRISES IN THE PROCESS OF ADAPTATION TO EUROPEAN AGRICULTURAL MARKETS | 295 |
| 7.2 | INTERACTION OF STRUCTURAL COMPONENTS IN THE SYSTEM OF EFFECTIVE MARKETING MANAGEMENT OF THE COMPETITIVE ADVANTAGES OF AGRICULTURAL ENTERPRISES | 316 |
| 7.3 | DEVELOPMENT OF A STRUCTURAL-LOGICAL MODEL OF ADAPTIVE MARKETING MANAGEMENT OF THE COMPETITIVENESS OF AN AGRICULTURAL ENTERPRISE | 333 |
| 8. | Kalkovska Iryna
THEORETICAL BASIS OF MANAGING THE DEVELOPMENT OF COMPETITIVE ADVANTAGES OF AN ENTERPRISE |
352 |
| REFERENCES | 373 |