marketing

SOCIAL MEDIA MARKETING: CURRENT TRENDS AND PROSPECTS OF DEVELOPMENT

Social networks have become an alternative and promising platform for advertising and establishing lively, active and mutually beneficial communication with customers online in the fastpaced world of digitalization. The purpose of the article is to reveal the features of social networks as a platform for marketing applications, to identify main trends and prospects of social media marketing development. The results of the study of the essence of social networks were revealed.

NEW METHODS OF PROMOTION MEDIA ON THE INTERNET

In times of intense competition on the media, every editorial online media is constantly searching for the best selling method of its information product. Every editor of the online 82 media is think about the question: as soon as possible and best to deliver the publication to the audience and encourage them to read, but at the same time adapting to the needs of each reader. There are many tools for promoting media products on the Internet, and every year they improve and change, and appear new tools promotion media on the internet.

Museum innovation and interactivity in museum: theory and practice

In this article it is attempted to carry out a theoretical distinction of museum innovations and interactivity on example of practical experience of museum institutions of Ukraine and the world. Museum innovations are considered in the broad and narrow contexts. The first one involves radical rethinking of traditional museum practices, of the places and the role of museums in society and culture, which contributes to the further evolution of the museum as a specific historical and cultural phenomenon.

Specialities of using marketing mix by professional organizations

А lot of foreign and Ukrainian scholars analyze role of nonprofit organizations in modern civil society. However, there is lack of literature about nonprofit organizations marketing in such developing countries as Ukraine. Marketing strategies and appropriate tools, that are the most commonly used in business sphere, in most cases, need to be adapted for using by nonprofits. We suggest NGO classification based on their spheres of influence. In particular, we suggest classifying them into such groups: professional, universal, charity and volunteer organizations.

The sources of marketing information used by an enterprise in light of results of a research – analysis comparative

The aim of the publication is to show the diversity of the significance of different sources of marketing information in companies conducting different types of activity (manufacturing, services and trade) on the Polish market. Theses are formulated on results of research conducted by the Marketing Department of Cracow University of Economics in 2013. The subject of the research was: “The scope and conditions of marketing use by companies in Poland”. For all researched companies validity of the various sources of information is the same.

Qualitative changes in market and investment environment of domestic enterprises and marketing of their problem of domestic and foreign markets sales

The article given characteristic qualitative changes in the market environment, operation and development of Ukrainian business. The attention is focused on strengthening the process of European integration, accumulation of external and internal threats, requiring significant changes in the marketing policy of companies and their activities on domestic and foreign markets. Identified causes of low efficiency of Ukrainian companies in the EU markets after entering the country for zero duties for exports.

Actual problems of economics and capitalization value-oriented management: new challenges of marketing

The article given quantitative and qualitative characteristics of the processes of capitalization of economy of Ukraine in the deepening systemic crisis and globalization of the investment market. It is proved about strengthening the necessity of greater influence of marketing on the process of forming costs and finding new sources of value creation in emerging European markets. Attention is focused on ensuring long-term competitive advantages through innovative marketing solutions for commodity and stock markets.

Marketing risks: essence and place in structure of Ukrainian enterpises risk-profile

Paper reveals the essence of marketing and risks in this sphere of business activity. External and internal forms of the marketing risks are discussed. Practically oriented formulation of marketing risks is given. The place of marketing risks in the structure of the enterprise risk profile which is calculated on the basis of results of research of risk management practice in activities of small and medium scale enterprises of Kiev (2005 – 2012) is shown.

Key environmental factors and strategic choices of enterprises in Poland

In a market economy conditions resulting from the environment of Polish companies provide the framework and limits of their functioning. The rapidly evolving conditions, and evolving markets cause that companies undertake various adaptation measures in order to survive, cope with competition, to take the opportunities for development.