marketing

Purpose – This study delves into the intricate challenges of digital transformation in business processes within the Industry 4.0 framework, emphasizing the significance of behavioural factors. The primary objective is to identify and dissect the critical determinants that influence the successful integration and utilization of advanced technologies. Moreover, the research explores how these technologies interact with corporate culture to drive improvements in business efficiency, productivity, and overall competitiveness in today's fast-evolving digital landscape.

Інтернет надає величезні можливості для маркентингу, причому для якісного і продуманого. Не існує загальних правил та алгоритмів проектування е-аукціонів. Не існує основних вимог щодо основних складових компонентів е-аукціону. Тим не менше, дуже багато українців успішно освоїли міжнародні аукціони та впроваджують свої проекти Інтернет-аукціонів. Останнім часом набуває великого успіху український Інтернет-аукціон www.aukcion.ua.

Formulation of the problem. The year 2020 convinced the whole world that the Internet is one of the best channels for transmitting information, selling goods and providing services, because thanks to its use, a certain part of businesses avoided bankruptcy, and some companies were able to increase sales and, most importantly, meet the needs of almost all spheres of life in society in crisis conditions.

The article discusses the small businesses role in the market economy at the current stage of its development, characterizes its advantages and disadvantages, and defines the essence of the «competitiveness» concept. The authors have emphasized the economic and statistical analysis importance in researching the competitiveness of small businesses and in forming an effective strategy for its enhancement.

Purpose – The purpose of the article is to study the evolution of digital marketing through the study of approaches to the interpretation of the categorical and conceptual apparatus; systematization of the distinctive characteristics of traditional marketing, internet marketing and digital marketing. The authors hypothetically suggest that digital marketing is the highest form of evolution of internet marketing and traditional (classical) marketing.

Problem setting. Ukraine has significant regional imbalances in attracting investment. The most attractive for investors is Kyiv city, where almost 50% of foreign investments are accumulated. At the same time, other regions remain unattractive for investors. The unsatisfactory situation in the regions is a reflection of unfavorable investment climate and requires the use of new tools to attract investment. The use of marketing tools can stimulate the inflow of investment into small cities and communities.

The rapid development of digital communication technologies, the spread of Internet access to the population, the growing number of smartphones, increasing the number of social network users and other factors are the reason for the sharp growth of online operations and services in recent years. In 2020, the Covid-19 epidemic was added to this list of factors, creating an additional impetus for the growth of online business. This situation causes significant changes in the implementation of marketing activities by enterprises.

The article focuses on the issue of marketing control. The immediate goal is to show, on the example of analyzed cases of enterprises, real possibilities of using a marketing audit as a tool of strategic control of marketing. As a starting point for the considerations, the author quotes the views discussed in the literature on marketing audit (which may be viewed as conceptual, structural and process models) as well as the internal audit.

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.

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.