Recommended citation:
Bondarenko V., Riabchyk A., Lutsii A., Lutsii I., Nikishyna O., Tarakanov M., Sokolyuk K., Barylovych O., Ryabchevska A., Lazebnyk V. Problems of marketing development at agricultural enterprises. Monograph. – Primedia eLaunch, Boston, USA, 2024. – 332 p.
| 1. | Bondarenko Valerii
SCIENTIFIC PRINCIPLES OF FORMATION AND USE OF THE POTENTIAL OF RESOURCES OF REGIONAL SOCIO-ECONOMIC SYSTEMS |
8
|
| 1.1. | Regional socio-economic systems and their role in social development in the context of globalization and regionalization | 8 |
| 1.2. | Essence and Functional Purpose of Resource Potential as a Basis for the Development of Regional Economic Structures | 22 |
| 1.3. | Prerequisites, factors and principles of formation, development and use of the resource potential of regional systems | 35 |
| 1.4. | The current paradigm of formation and use of the region's resource potential and the interrelation of its components | 60 |
| 2. | Riabchyk Alla
RESEARCH OF CONSUMER BEHAVIOR IN THE AGRICULTURAL SECTOR |
71
|
| 2.1. | Consumer behavior patterns in the agricultural sector | 71 |
| 2.2. | The decision-making process of an individual consumer | 89 |
| 2.3. | The process of making a purchase decision by an organizational consumer | 111 |
| 2.4. | Quantitative and qualitative marketing research on consumer behavior in the agricultural sector | 131 |
| 3. | Lutsii Alexander, Lutsii Ivan
STUDY OF THE POTENTIAL OF INTERNET MARKETING IN PROMOTING BRANDS IN THE FAST MOVING CONSUMER GOODS MARKET IN UKRAINE |
158
|
| 3.1. | Theoretical foundations of the study of internet marketing in the activities of processing enterprises | 159 |
| 3.2. | Studying the effectiveness of internet marketing in promoting the products of enterprises in the fast moving consumer goods market | 171 |
| 3.3. | Increasing the efficiency of using internet marketing tools in the fast moving consumer goods market | 188 |
| 4. | Nikishyna O., Tarakanov M., Sokolyuk K.
MARKETING AND LOGISTICS APPROACH TO THE FUNCTIONING OF AGRI-FOOD MARKETS IN CONDITIONS OF INSTABILITY |
214
|
| 4.1. | The impact of government marketing on the functioning of of Ukraine's agri-food markets in the face of instability | 214 |
| 4.2. | Logistical and institutional factors in the functioning of agri-food markets during the war and postwar periods | 232 |
| 5. | Barylovych Olena, Ryabchevska Anastasia
DEVELOPMENT OF MARKETING COMMUNICATIONS OF ENTERPRISE IN THE CONDITIONS OF DIGITALIZATION |
249
|
| 5.1. | The role of marketing communications in the enterprise activity | 249 |
| 5.2. | Trends in development of marketing communications in the conditions of digitization | 256 |
| 5.3. | Analysis of communication activities on the example of "Trading Company "Rud" LLC | 265 |
| 6. | Lazebnyk Viktoriia
MANAGEMENT OF SELLS THROUGH MARKETING AND INFORMATION SECURITIES AS A MEASURING OF THE EFFICIENCY OF THE COMPANY'S ACTIVITIES |
280
|
| 6.1. | Relationships between consumers, suppliers, distributors, and partners in marketing | 280 |
| 6.2. | Role and importance of management of sales of goods and services in the modern economy | 290 |
| 6.3. | Formation and implementation of business solutions through marketing and information support using crm technologies | 304 |
| 6.4. | Analysis of the customer base as a means of increasing the efficiency of sales and monitoring the satisfaction of consumers at the enterprise | 317 |