маркетинг

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 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.

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.

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.

The content of this paper is the analysis of the problems of use of marketing tools in Polish agriculture. Practical application of marketing in agriculture is increasingly important because of the competitiveness, innovation and globalization in the modern world, which determines the importance of the undertaken subject.

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.

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.

Intermodal transport is a transportation technology which requires marketing support. The author discusses the role of marketing and cooperation to create value both for the client and the intermodal transport operator. Especially the role of cooperation is highlighted as it influences the integration of intermodal transport process links along the functioning process of intermodal transport chain.

Trends in international business show that successful companies are increasingly using
in their work non-traditional business methods. One of these ways to enhance the
competitiveness of enterprises is the “guerrilla marketing”– marketing concept, which aims to
find your marketing niche, reject competing with powerful competitors and non-traditional
but effective ways to advertise and promote their products and services. Today there isa
tendency to increase the proportion of guerrilla marketing in the general budget of

Метою роботи є дослідження теоретичних підходів до визначення поняття партнерських відносин підприємства. Розглянуто поняття, завдання, сутність та особливості партнерських відносин. Виділено особливості співробітництва з вищим навчальним закладом (ВНЗ). Розвинуто класифікацію видів партнерських відносин та можливі структури взаємодії. Розглянуто переваги використання партнерських відносин з різними учасниками ринку.