Marketing Management System Research Articles

Participatory Community Learning to Develop a Digital Market Management System for Community Enterprises and Stable Occupation Groups Nam Phrik Kaeng Krua Khanong, Song Khanong Subdistrict, Sam Phran District, Nakhon Pathom Province

Background and Aim: Digital Marketing Management is critical for successfully promoting products and services in the digital age. It allows businesses to reach a larger audience, interact with customers in real-time, and tailor strategies based on data insights to boost growth and brand awareness. This study investigates the digital marketing practices of the Song Khanong Occupation Group in Prik Kaeng Krua Khanong, Nakhon Pathom Province, aiming to enhance customer engagement, brand awareness, and sales outcomes by focusing on Generation Z and Baby Boomers. Materials and Methods: A mixed-methods approach was utilized, combining surveys of 200 community members on digital media usage, content preferences, brand perception, and customer satisfaction, along with interviews with key stakeholders about marketing strategies. Data analysis involved calculating mean scores to assess satisfaction with digital marketing elements. Results: Results showed high satisfaction among Generation Z, with Facebook as the preferred platform (mean score: 4.86). Infographics and videos received the highest scores (4.93 and 4.80, respectively), while Baby Boomers valued brand aesthetics (overall score: 4.77). Tools like Chatbots and QR Codes enhanced user experience significantly. Conclusion: The study underscores the need for effective digital marketing strategies in community enterprises to boost engagement and brand recognition. High satisfaction levels indicate that tailored content and a robust online presence are essential for customer retention. Future efforts should focus on continuous improvement and leveraging technology for better communication, enabling sustainable growth for community enterprises in Song Khanong.

INTERNATIONAL MARKETING IN THE SYSTEM OF FOREIGN TRADE MANAGEMENT

Introduction. The modern development of foreign economic activity of enterprises is characterized by the dynamic development of the world economy, which is based on international marketing. Effective management of foreign economic activity of enterprises is the most important factor in expanding market opportunities and potential segments in the international market.. The purpose of the article. The purpose of the article is to find optimization solutions related to the formation of a new high-quality mechanism for managing international marketing to enable international business entities to successfully compete in the world market. The tasks of the article are to optimize methodological and methodical aspects and to create a mechanism for the formation of international marketing in the system of management of foreign trade activity Metods. The formation of an international marketing management system involves the use of advanced methods of analyzing market conditions, forecasting the development of global markets, and developing effective marketing strategies. Results. The article proves that the development of modern business is impossible without taking into account global trends and active participation in international markets. It is substantiated that it becomes important to form a set of marketing strategies. The activation of individual components of the international marketing complex forms a strategy that is focused on long-term success and development, taking into account the specifics of each market and the needs of the target audience. A mechanism for the formation of international marketing in the system of management of foreign trade activity has been built, taking into account the maximum factors that affect its effectiveness. It has been proved that the mechanism plays an important role in coordinating and optimizing all marketing activities aimed at achieving the company's strategic goals. Conclusiоns. The effectiveness of the formation of international marketing in the system of foreign trade management significantly affects the success of not only marketing activities, but also the overall productivity and efficiency of enterprises. This will allow enterprises to adapt to the requirements of the international market, attract and retain customers, reduce costs and increase efficiency.

SMM Management of the Restaurant Business Entity

Topicality. Nowadays, the development of the restaurant business is concentrated in the digital environment plane, in which the positioning and promoting the brand form predicates of the consumer’s behaviour and the owner’s (founder’s) reputation, and the brand as a whole. Achieving this goal is facilitated by social media marketing (hereinafter SMM), as one of the leading areas of marketing management. Since social networks are the leading channels for searching information and communication between business entities and product consumers, monitoring the effectiveness of using their functionality in brand promotion becomes an urgent tactical and strategic task. Evaluation of marketing management and supply processes, analysis of key efficiency indicators (KEI) and metrics give an understanding to the restaurant founders and managers at which stage of the life cycle the business and the product itself ground, and which marketing strategies are appropriate. Therefore, their elaboration and facilitation of the methodology of their practical use is an important task in achieving business goals with the help of social networks. The aim of the article is to ground SMM management as a system approach for successful promotion of the entity of the restaurant business and its product. Research methods are based on the hypothesis about the effectiveness of positioning business establishment in social networks, which makes it possible to reach and attract a larger target audience, as well as increase sales. Interpreted for this research, the scientific topic determined using general economic, analytical and statistical methods, which allowed to define theoretical approaches and ground a hypothetical research tool, to form an appropriate marketing management system of the restaurant business entity. Results. The definition of “SMM management” was worked out, as well as its main goals, initiatives and functions were identified. The prerequisites for the development of restaurant brands in social networks were evaluated in dynamics. A model of SMM promotion of a restaurant brand was formed, which is a checklist for creating a marketing management system in social networks. Disadvantages and advantages of commercial activities in the social media space which provide an adequate assessment of possible risks or opportunities for development have been characterised. Specific steps to forming the SMM management system and evaluating individual agendas were studied. Directions for the development of the SMM management system based on the usage of a certain strategy, formed on ambitions of business founders and goals of the restaurant management, were offered. Prospects for further research are a thorough study of the methodology and the approbation of SMM management effectometry tools, which can be supplemented with practical insights from restaurant business entities. Conclusions and discussion. The conducted research demonstrated the relevance of SMM management, as it allows to study and scientifically substantiate the areas of activity in the digital space, which is a necessary condition for maintaining the consumer’s loyalty and preventing reputational losses for restaurant business entities. The sources used in the study confirm the importance of promoting the restaurant brand and its product in social networks, which is an element of the marketing management system of the business entity.

SUSTAINABLE DEVELOPMENT OF A TRANSPORT ENTERPRISE: ASSESSMENT, PROJECT, AND MECHANISM OF STRATEGY INTEGRATION

The aim of this study is to improve the methodology for assessing the level of sustainable development of a transport enterprise, as well as to develop a project and mechanism for integrating the strategy of sustainable development as one of the functional strategies of the marketing management concept for harmonizing interests with stakeholders. To achieve the set goal, a number of modern interdisciplinary research methods and techniques were used, including abstract-logical methods such as analysis and synthesis, induction and deduction; generalization - for reviewing information sources, studying domestic and foreign experience; systemic analysis - for a comprehensive understanding of the research object and a complex analysis of relationships between elements within the defined problem as a whole; problem-oriented approach - for scientific justification of the methodology for assessing the level of sustainable development of a transport enterprise. The study discusses widely accepted methodological approaches to assessing sustainable development, one of which was taken as a basis, slightly modified and supplemented with indicators reflecting the content of the marketing management concept, taking into account the interests of stakeholders, and improved in terms of mathematical logic. It was proposed to distinguish a separate component of sustainability – risk sustainability, which generally refers to the internal property of a system that contributes to preserving its integrity in the face of various disruptive influences from the external and internal environment. Furthermore, based on the improved methodology for assessing the level of sustainable development of a transport enterprise, a project "Designing Sustainable Development of a Transport Enterprise" has been launched. Its goal is to integrate the principles of the concept of sustainable development into the enterprise's marketing management system. The implementation of the developed functional strategy for managing the sustainable development of a transport enterprise is based on the Balanced Scorecard toolkit, which allowed presenting goals for each area of sustainable development in the form of a hierarchy and decomposition, aligning general and specific interests, taking into account the interests, goals of the enterprise, and key stakeholders. Measures were also taken, including the use of marketing communication tools, for reflexive interaction with stakeholders, operational controlling to align interests, processes, and goals of marketing management. The theoretical conclusions, approaches, and recommendations proposed in the article can be used to assess the level of sustainable development of a transport enterprise and to implement a mechanism for integrating the strategy of sustainable development and the marketing management system based on the Balanced Scorecard toolkit and controlling to harmonize the goals of market-oriented enterprise management and the goals, interests of key stakeholders.

Retracted: Optimization of the Marketing Management System Based on Cloud Computing and Big Data

Retracted: Optimization of the Marketing Management System Based on Cloud Computing and Big Data

Marketing audit is a tool for strategic development of an industrial company

The high-tech sector of the economy carries out marketing activities at the operational and strategic management level. The implemented import substitution policy actualizes the marketing expertise of the technical decisions taken. Technological audit is aimed at improving the competitiveness of a particular production. The results of the completed marketing audit determine the main directions of innovative changes in the production landscape. The authors propose a conceptual model of a marketing management system that integrates the results of the evaluation of marketing and technological audit and creates conditions for the release of innovative industrial products. Relationship marketing forms new criteria for evaluating the effectiveness of marketing activities, which is based on increasing the level of consumer perception of the brand. Strategic priorities for the development of industrial companies are based on a marketing platform and ensure the achievement of technological self-confidence.

PECULIARITIES OF RELATIONSHIP MARKETING FOR SMALL INDUSTRIAL ENTERPRISES. FEATURES OF MARKETING MANAGEMENT OF SMALL INDUSTRIAL ENTERPRISES BASED ON THE CONCEPT OF RELATIONSHIP MARKETING

The article examines the peculiarities of managing the marketing activities of small industrial enterprises. The advantages of forming a marketing management system of a small industrial enterprise based on the concept of relationship marketing are presented: ensuring business stability by strengthening long-term mutually beneficial relationships with consumers; increasing the level of consumer satisfaction; improvement of personal relations of the manager and staff with consumers; orientation of marketing management on consumer values, creation of value that is unique. The definition of the term "marketing management of a small industrial enterprise based on the concept of relationship marketing" is provided - a system of analyzing the industrial market, external and internal environment, planning, implementing and evaluating the effectiveness of marketing actions aimed at creating value with key business consumers and obtaining joint benefits in the process interaction to achieve the strategic goals of a small enterprise. Features of relationship marketing for small industrial enterprises are highlighted: the presence of repeated contacts with a limited group of business consumers; the need to regularly obtain and update information about business consumers; personal contacts with persons who make decisions on procurement; limited number of business customers, dependence on large key business customers; segmentation taking into account the profitability of business consumers; the need to ensure the mutual value of relationships; analysis of external factors that affect all participants in the relationship; the need to organize technical support for business consumers; adaptation of products to the technical requirements of business consumers; dependence on suppliers, acceptance of the risks of relationships with suppliers; comprehensiveness of sales; high role of personal relations between employees and managers of partner companies; orientation of the team on building and maintaining relationships with business consumers. The content of the elements of the relationship marketing complex in relation to small industrial enterprises is substantiated.

Analysis of the Impact of Digital Technology on MSME Business Growth in Bandung City: Case Study on the Use of E-commerce, Digital Marketing, and Online Management System

This study looks into how digital technology has affected the expansion of MSMEs (micro, small, and medium-sized enterprises) in Bandung City. It focuses on online management systems, digital marketing tactics, and e-commerce. A thorough study of 150 MSMEs across a range of industries yielded rich information about their demographic makeup and level of digital technology usage. Regression analysis and structural equation modeling (SEM) were used to evaluate the associations between factors related to digital technology and metrics related to business growth. Because of the measurement model's strong validity and reliability, further studies could be conducted with confidence. Actionable insights for businesses and policymakers were provided by the results, which showed strong positive connections between E-commerce adoption, Digital Marketing, and business success. The significance of E-commerce, Digital Marketing, and Product Innovation in propelling MSME growth was shown by the regression analysis. The results give useful implications for MSMEs in Bandung City and add to the current conversation on digital transformation.

DIGITAL TOOLS OF MARKETING MANAGEMENT OF ENTERPRISES: ROLE, ADVANTAGES AND CHALLENGES OF USE

Purpose. The purpose of this article is to consider the role of the main digital tools, their advantages, and challenges of use in the marketing management system of enterprises. Design/methodology/approach. The research used the following general scientific methods of scientific knowledge: comparative analysis and synthesis, systematization, and theoretical and logical generalization. Scientific works and articles on the Internet of domestic and foreign scientists who study issues related to the field of digital marketing became the informational, theoretical, and methodological basis of the research. A systematic review of literary sources and scientific publications made it possible to get acquainted with existing theories, concepts, and research in the field of digital marketing. This method is used for conducting comparative analysis and synthesis to generalize information. The method of theoretical and logical generalization of the advantages and challenges of using digital tools made it possible to draw reasonable conclusions about their use in the marketing management of enterprises. Findings. The article examines the key roles of digital tools in the modern marketing management of domestic enterprises: attracting and retaining an audience, increasing brand awareness, personalizing communication, increasing the effectiveness of advertising, measuring results, interacting with the audience, and global access. Popular digital marketing management tools are highlighted, which include a wide range of technologies, online platforms, and web services that help businesses interact with audiences, promote their products or services, and measure the effectiveness of their marketing efforts, including websites, contentmarketing, search engine optimization website, search advertising, social media, e-mail, web analytics, virtual and augmented reality technologies, chatbots, QR coding. Advantages are considered and attention is paid to the challenges associated with the use of digital tools in the marketing management system of enterprises. Practical implications. The results of the study demonstrate the importance of adaptation of domestic enterprises to the digital environment in modern business. Digital tools have become a necessary part of marketing strategy, and understanding and using them play a critical role in achieving success. Businesses that have a proper understanding of digital marketing can help improve the effectiveness of their marketing campaigns, creating a competitive advantage in the market. It also helps to increase sales, increase profitability, and improve interaction with customers. However, using digital tools also brings challenges, including the need to keep up with rapid changes in technology and the competitive environment. Businesses must be ready to adapt and learn to remain competitive. In practical terms, the study provides enterprises with useful information and recommendations on the effective use of digital tools in marketing management. This will help enterprises to grow, develop, and successfully compete in the conditions of digitalization. Originality/value. The article reflects a modern approach to considering digital tools in the marketing management of enterprises and takes into account the latest technological trends and changes in the Internet environment. Consideration of digital tools of marketing management of enterprises is carried out from a comprehensive approach, taking into account their role, advantages, and challenges of use in one context. This makes the article a valuable source of information for entrepreneurs and marketers looking to improve their digital marketing strategies and practices.

COMPETITIVE ADVANTAGES IN THE MARKET OF CONSULTING SERVICES: MARKETING ASPECT

The article summarizes the arguments and counterarguments about the features of the formation of competitive advantages in the Ukrainian market of services on the example of consulting for the period 2010–2021. According to the results of the analysis and generalization, the author’s understanding of the concept of “competitive advantages”, the factors of their formation presented. The article describes the interconnection of competitive strategies with the process of forming competitive advantages. The process of economic analysis revealed the immaturity of the consulting market in Ukraine and its institutional vulnerability. The reasons for the instability of demand for consulting services described. The leadership matrix for Ukrainian consulting companies built in accordance with the typology of competitive strategies F. Kotler. The analysis revealed an updated list of competitive advantages of companies that formed under the influence of the Covid-19 pandemic and martial law in Ukraine. It proved that the main advantage of companies is the competence of consultants. Recommendations for the development of consulting companies in Ukraine and strengthening their competitive advantages, taking into account the construction of an effective marketing management system and use the consulting service standard. The research results can be useful for consulting companies wishing to improve their competitiveness and to expand the segment of their services in the market.

Martial law and the digital labor market: The case of Ukraine

The article is devoted to topical issues of the functioning of the labor market of Ukraine in the conditions of the war. The authors identify threats of digitalization of the market, as well as positive features of digital technologies. The main trends in the field of labor, which are characteristic of modern democratic countries, have been studied. Moreover, the optimal directions for the development of digital labor relations in the conditions of martial law are described and, at the same time, the possibilities of using digital technologies in the specified field are clarified. Finally, the expediency of developing mechanisms and tools for the implementation of an effective labor market management system that takes into account the issues of education, soft skills development and increasing the level of social protection and social security is emphasized. It is concluded that, in the experiences of formation of the global digital market of labor relations, the spread of new forms of work, organizational and legal methods and conditions for the use of intellectual labor is observed.

Formation of a marketing management system in agricultural enterprises

The role of marketing management in the agricultural sector amidst the rapid advancements in technology, changing consumer demands, global competition, and societal shifts are investigated in the article. Despite the growing acceptance of marketing techniques, there is a need for comprehensive utilization in Ukrainian agricultural enterprises. The research builds on contributions from various aims to analyze the theoretical foundations and methodological aspects of marketing management, investigating its impact on the effective functioning of agricultural enterprises. The need for a clear understanding of marketing management, its goals, principles, functions, and stages for successful implementation are emphasized. It asserts that marketing management goes beyond general enterprise management, involving the management of all functions and divisions based on marketing principles, placing the consumer at the core. Furthermore, the article introduces the fundamental principles of organizing marketing management in agricultural enterprises, emphasizing a scientific approach, social and ethical orientation, legality, competence, and commercial effectiveness. It discusses diverse views on the main tasks of marketing management, categorizing them into commercial effectiveness and social impact and acknowledging the uniqueness of each enterprise in forming its specific set of tasks. The research recognizes the complexity of implementing marketing management and outlines measures for its successful adoption, including administrative-legal, organizational, and scientific-methodical approaches. The organizational measures involve structural changes and preparation stages, such as strategy development, market research, promotion, sales, logistics, legal issues, and administrative sales support. It was noticed that a systematic approach to marketing management in agricultural enterprises is necessary, emphasizing its strategic importance for ensuring stability and competitiveness in the conditions of constant changes in the external environment and market dynamics. Keywords: marketing, agricultural enterprise, marketing management, marketing management system, principles of marketing management, tasks of marketing management.

Marketing management system of agricultural enterprises

Transforming the essence of marketing activity, determining its role and place in the enterprise management system, and filling the concept of marketing management with new content is due to radical changes in the system of global market relations. Today, profound changes are taking place in management and marketing under the influence of the transformation of world economic processes. From an ordinary function, the latter turns into the main integrating one and occupies a leading position in the management hierarchy. Traditional management has been replaced by marketing management. Agricultural enterprises still need to use the advantages of marketing management. It is noted that the marketing management of an agricultural enterprise reduces the influence of environmental factors. Factors of trends influencing the marketing management system of an agricultural enterprise are determined. The model of the enterprise's marketing management system is singled out as a complex mix of defined subjects, objects, management methods, and tools for their implementation, which, closely interacting with each other, ensure effective marketing management of the enterprise. It is emphasized that effective marketing management of agricultural enterprises helps to identify profitable opportunities and obtain the most complete customer satisfaction. The process of marketing management is considered a specific algorithm of actions and operations to achieve the company's intended goals. To form this process for a specific enterprise, it is necessary to consider its characteristics. The author's vision of the definition of the concept "marketing management system of agricultural enterprises" is given. The use of marketing management will contribute to ensuring the market orientation of an agricultural enterprise, which involves targeting success, timely adaptation to the external environment, increasing the level of competitiveness of enterprises, and improving their financial and economic results. Keywords: marketing, management, agricultural enterprise, factors, model.

Hydroponic vegetable business strategy development in PT. XYZ

PT XYZ is an agribusiness company. Currently, its potential is still not optimized. To support sustainable and competitive agricultural development and the sustainability of the industry in running a business, professional and efficient business plans and strategies are needed to achieve the business targets that have been set. This study aims to 1) analyze the business model run by PT XYZ, 2) analyze the internal and external conditions of PT XYZ, and 3) formulate an improvement plan for the business model of PT XYZ. The data used in this study are primary data and secondary data. Primary data was obtained through field observations, in-depth interviews with informants (purposive sampling), and distributing questionnaires. In contrast, secondary data came from various kinds of literature, both from books and the internet, regarding the results of data publications from relevant institutions and agencies relevant to the research. The method of analysis with research objectives are Business Model Canvas (BMC), SWOT (Strength, Weakness, Opportunity, and Threat) analysis, and qualitative and quantitative descriptive. The results of the Business Model (BMC) mapping at PT XYZ show that there is still a need for changes in business strategy because there are still potential customer segments to be developed. After using the SWOT analysis, there are several formulations of strategy development, namely a new alternative strategy focusing on several operational support components to reach broader consumers, integration between products and services, and a sound marketing management system.

INNOVATIVE MARKETING IN MARKETING MANAGEMENT SYSTEM OF ENTERPRISES: REASONS AND KEY VECTORS OF DEVELOPMENT

The article considers the issues of terminology, essence and meaning of the concept of “innovative marketing” from the historical and practical points of view, characterizes the main vectors of development and trends in Ukraine. The purpose of the article is to clarify the content and identify the characteristic features of innovative marketing in the marketing management system of enterprises at the current stage, structuring the elements of innovative marketing of the enterprise. Innovative marketing is considered in the article as a component of marketing management which involves the analysis of market changes and demand for goods and services, the study of directions for effective changes (optimization), introduction to the market and sale of products on this basis. At the same time, marketing management, including strategic planning must necessarily include the development of new goods (services) and the strategy of optimizing the product portfolio depending on market changes (based on the analysis of tendencies and trends). The article proves that Innovative marketing covers all areas of marketing activity in aggregate, marketing mixes that are relevant in current conditions and include modern innovative means and tools, including digital marketing. As for “marketing innovations”, they are defined as the introduction of new marketing practices involving significant changes in the design, distribution, promotion or pricing of a product or service. Thus, innovative marketing and marketing innovation are correlated as a whole and a part. The relevance of using innovative marketing in various types of business activity is constantly growing, especially in high-tech industries and the service sector. Innovative marketing includes such key elements as the creation and promotion of an innovative product, innovative service, and innovative technologies. In turn, marketing innovations include place, product, price, promotion and their mix. The proposed classification of marketing innovations covers possible options for the application of innovations by elements of the marketing complex and auxiliary marketing activities, including: the use of the latest marketing research methods based on digital marketing tools; choosing one of the modern marketing concepts with an emphasis on advantages in ecology, social responsibility or building sustainable relationships; choosing a marketing strategy to cover the market and expand the target audience; product positioning and repositioning; changes in the assortment policy of an innovative nature; improvement of sales policy; modification (optimization for the enterprise) of the product life cycle; optimization of pricing policy with the use of innovative approaches in pricing; application of innovative methods of product promotion based on digitization. Conclusions are drawn on the main parameters of the effective use of innovative marketing.

MODERN TECHNOLOGIES FOR THE FORMATION OF MARKETING MANAGEMENT STRATEGIES OF ENTERPRISES AS AN IMPERATIVE FOR THEIR INNOVATIVE DEVELOPMENT

The essence and features of the main modern strategies of marketing activity of enterprises are considered through the prism of the latest management trends. It is substantiated that the system of marketing strategic management of the enterprise is the basis of the efficiency of its activity, which affects competitiveness and determines the direction of further development. An analysis of the evolution of the species diversity of marketing tools was carried out. The stages of formation and development of the enterprise's marketing management strategy are revealed. It is noted that the use of marketing tools for the formation of the company's strategy increases the efficiency of management as a whole. The main elements of the marketing management system of the enterprise are studied. The need to introduce advanced, i.e. marketing-oriented, strategic enterprise management has been proven. The essence and general provisions of the evaluation of the effectiveness of the enterprise's marketing management strategy and directions for its improvement are substantiated. The essence and features of the main modern strategies of the marketing activity of enterprises are considered through the lens of the latest market trends. There are cases where enterprises succeed using modern marketing strategies to expand the horizons of their activities. Developed components of management of marketing tools, based on indicators of monitoring the existing level of satisfaction and loyalty of consumers due to mergers, acquisitions and innovations of new products by the main key players of the market. It is substantiated that the system of marketing strategic management of the enterprise is the basis of the efficiency of its activity, which affects competitiveness and determines the direction of further development in modern conditions.

Factors of innovation development directions of “Green economy” in the conditions transformations

The paper actualizes the issue of the problems of society’s transition to the modern direction of “green economy”, presents its possible prospects for development and the need for implementation in the modern economic process. The definition of the term “green economy” is given and the main characteristic features of this process are outlined. The main advantages and prospects of the “green economy” direction are determined. The analysis of the development of the innovative method in the conditions of functioning of the market management system and free competition is carried out. The methods of influence and regulation of this directions within the framework of the country’s legislative system. Proposals have been put forward regarding a possible plan for the development of the state in the context of the functioning of the innovative direction “green economy” in the economic process.

Marketing communications, sustainable development during the promotion of home appliances in online stores under wartime conditions

Methods. The following methods and tools of scientific research are used in the article: induction and deduction – when analyzing data from a survey of respondents; description and generalization – during the analysis of theoretical and methodological components of product promotion; statistical analysis – during the processing of annual financial reports of company; Google ADS analytics methods – during the analysis of the advertising office, sales funnel of the online store and user interaction; competitive analysis, comparison – when researching products promotion on the market. Results. The sale by categories is characterized. The dynamics are evaluated. The organization of the marketing management system of the enterprise thanks to the CRM system of the European platform Bitrix24 is described taking into account sustainable development principles. The management and marketing problem of the enterprise is defined. Internet marketing management at the enterprise was studied, advertising communication flows through Google ADS through responsible consumption were analyzed. It is established that three types of advertising campaigns are used in the communication policy, such as: search, shopping and video campaigns. Types of Miele brand-architecture, Advertising workspace with sustainability are given. It has been established that the online store is currently in a market period in a phase of intensive growth. This is a period of sharp increase in sales volumes. Novelty. According to the results of the analysis, the increase in sales volumes was determined; the functioning of the CRM system at the enterprise of PE RC «Climat system» in 2023 was simulated; types of Miele brand architecture are outlined. The advertising office and sales funnel of the online store were also analyzed taking into account sustainable development. Practical value. The performed analysis allows to improve the planning and organization of Internet marketing communications of economic agents in the markets of household appliances of Ukraine taking into account sustainable development.

Development of Educational Activities and Counseling in Social Agriculture in Slovakia: Initial Experience and Future Prospects

Abstract Slovakia has significantly changed the structure of its economy by switching to a market management system. There has been a shift away from agriculture, traditional farming methods and careful land management. The result is unused lands and labor force, a broken relationship of society towards the environment, the agricultural land and due to the low social status of agriculture, towards the education in this area too. There is no information on the potential of social agriculture. Educational initiatives in this area are unique and fragmented. The importance of educational activities and counseling lies mainly in education in an effort to help implementers or those interested in the implementation of social farming projects to obtain basic information about the concept of social agriculture, avoid mistakes and get the most comprehensive picture of current conditions in this area. The article outlines a view of the development of social agriculture in the area of the social economy in the conditions of the Slovak Republic, which corresponds to the changing needs of society. It draws attention to the initial steps in the development of educational activities and counseling in social agriculture. We reflect on the potential and pitfalls of education as part of a broader understanding of social agriculture. The elimination of the shortcomings would have significant effects on rural development and less developed regions. The benefits would be reflected in inclusive development and in more sustainable agriculture by influencing other sectors. Our article is based on desk review and qualitative research. We conducted 6 in-depth expert interviews. We focused on experts who were able to provide us with a specialized insight into our research.

Changing the Designs of Business Models of Wholesale Food Markets in the Context of the Transformation of the State Regulatory System

Wholesale food markets have always been in the focus of public administration, since they are an effective mechanism for regulating the movement of goods. This article examines the organizational, legal and economic conditions for the development of wholesale food markets on the example of 7 countries of the European and Pacific regions. The results of formalization of basic variants of business model structures that reflect the strategic priorities of the organization of the wholesale food market management system in the context of national food security strategies are presented. The modelling effects of each business model are determined and their adaptive abilities to changing environmental conditions are analyzed.