Рекомендоване цитування:
Bondarenko V., Alekseieva K., Barylovych O., Riabchyk A., Havryliuk Y., Tsikhanovska V., Chornenka L., Karpenko L., Lazebnyk V. Development of marketing at agricultural and processing enterprises Vol. 2. Monograph. – Primedia eLaunch, Boston, USA, 2025. – 370 p.
| 1. | Bondarenko Valerii
THE MAIN LEVERS OF THE MECHANISM FOR REALIZING THE POTENTIAL OF THE REGION'S RESOURCE BASE |
8
|
| 1.1 | ORGANIZATIONAL AND ECONOMIC MECHANISM FOR REFORMING AND RESTRUCTURING THE REGION'S RESOURCE POTENTIAL | 8 |
| 1.2 | IMPROVEMENT OF INVESTMENT AND INNOVATION ACTIVITIES IN THE DEVELOPMENT AND USE OF RESOURCES OF THE REGIONAL SYSTEM | 20 |
| 1.3 | MARKETING ACTIVITIES TO IMPROVE THE STRUCTURE AND DIRECTIONS OF RESOURCE POTENTIAL USE | 37 |
| 1.4 | NEW ORGANIZATIONAL AND PRODUCTION FORMS OF INTEGRATION NATURE IN THE DEVELOPMENT OF RESOURCE POTENTIAL AND POSSIBLE DIRECTIONS OF THEIR ACTIVITIES | 50 |
| 2. | Alekseieva Kateryna
DEVELOPMENT OF HUMAN CAPITAL AND ITS COMPONENTS IN CONDITIONS OF AFTER-WAR RENOVATION OF UKRAINE |
67
|
| 2.1 | THE ESSENCE, STRUCTURE AND IMPORTANCE OF HUMAN CAPITAL FOR ECONOMIC DEVELOPMENT | 67 |
| 2.2 | INTELLECTUAL CAPITAL AS AN ENDOGEN FACTOR OF INNOVATIVE DEVELOPMENT IN CONDITIONS OF AFTER WAR RENOVATION OF UKRAINE | 73 |
| 2.3 | WAYS OF ASSESSMENT OF INTELLECTUAL CAPITAL | 83 |
| 2.4 | THE ESSENCE OF SOCIAL CAPITAL AS A COMPONENT OF HUMAN CAPITAL | 88 |
| 2.5 | THE FOREIGN EXPERIENCE OF DEVELOPMENT OF HUMAN CAPITAL VIA HIGHER EDUCATION SYSTEM | 96 |
| 3. | Barylovych Olena
MODERN TRENDS AND TOOLS FOR THE DEVELOPMENT OF MARKETING COMMUNICATIONS IN THE CONDITIONS OF DIGITALISATION |
108
|
| 3.1 | TRANSFORMATION OF MARKETING COMMUNICATIONS IN DIGITAL ENVIRONMENT | 108 |
| 3.2 | THEORETICAL FOUNDATIONS OF ORGANIZATION OF MARKETING COMMUNICATION ACTIVITIES OF AN ENTERPRISE ON THE INTERNET | 114 |
| 3.3 | PECULIARITIES OF ADVERTISING IN E-COMMERCE | 119 |
| 4. | Riabchyk Alla
ORGANIZATION OF MARKETING ACTIVITIES IN AGRICULTURAL ENTERPRISES |
129
|
| 4.1 | THE ESSENCE AND OBJECTIVES OF MARKETING ACTIVITIES IN AGRICULTURAL ENTERPRISES | 129 |
| 4.2 | COMPONENTS OF MARKETING ACTIVITIES OF AGRICULTURAL ENTERPRISES | 147 |
| 4.3 | ORGANIZATIONAL STRUCTURES OF MARKETING ACTIVITIES OF ENTERPRISES | 164 |
| 5. | Havryliuk Yuliia, Tsikhanovska Viktoriia
TRADE MARKETING OF ENTERPRISES ON THE EGG MARKET |
183
|
| 6. | Chornenka Liudmila
MANAGEMENT OF LOGISTICS BUSINESS PROCESSES OF THE ENTERPRISE |
215
|
| 6.1 | LOGISTICS AND LOGISTICS BUSINESS PROCESS AT THE ENTERPRISE | 215 |
| 6.2 | CONCEPT AND MAIN TYPES OF TRANSPORT IN LOGISTICS. MAIN TRENDS IN THE TRANSPORT AND LOGISTICS INDUSTRY | 222 |
| 6.3 | SUPPLY CHAIN MANAGEMENT SYSTEM IN THE ENTERPRISE | 229 |
| 6.4 | MODERN APPROACHES TO OPTIMIZING THE LOGISTICS ACTIVITIES OF AN ENTERPRISE | 236 |
| 6.5 | DIAGNOSTICS OF THE LOGISTICS BUSINESS PROCESS MANAGEMENT SYSTEM AT A TRANSPORT ENTERPRISE | 243 |
| 6.6 | MEASURES TO IMPROVE THE LOGISTICS BUSINESS PROCESS MANAGEMENT SYSTEM IN A TRANSPORT ENTERPRISE | 259 |
| 7. | Karpenko Larysa
NEUROMARKETING RESEARCH |
268
|
| 8. | Lazebnyk Viktoriia
MARKETING RESEARCH OF THE POULTRY MEAT MARKET CONJUNCTURE |
292
|
| 8.1 | THEORETICAL AND METHODOLOGICAL FOUNDATIONS OF MARKETING RESEARCH OF MARKET CONJUNCTURE | 292 |
| 8.2 | ANALYSIS OF THE KEY FACTORS INFLUENCING MARKET CONJUNCTURE DEVELOPMENT | 308 |
| 8.3 | GENERAL CHARACTERISTICS OF THE POULTRY MEAT MARKET IN UKRAINE | 317 |
| 8.4 | ANALYSIS OF THE MARKETING MIX OF THE TM "NASHA RYABA" BY PJSC "MYRONIVSKY HLIBOPRODUCT" | 330 |
| 8.5 | RECOMMENDATIONS FOR IMPROVING THE MARKETING MIX OF THE TM “NASHA RYABA” OF PJSC “MYRONIVSKY HLIBOPRODUCT” AND WAYS TO ENHANCE THE EFFICIENCY OF POULTRY MEAT PRODUCTION | 341 |
| 8.6 | PROPOSALS FOR IMPROVING THE EFFECTIVENESS OF CONDUCTING MARKET RESEARCH ON THE POULTRY MEAT MARKET | 348 |
| REFERENCES | 356 |