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Information × Registration Number 0221U100701, 0120U103376 , R & D reports Title Marketing regional studies in the market of mineral water popup.stage_title Head Faivishenko Diana S., к.е.н. Registration Date 08-01-2021 Organization Kyiv National University of Trade and Economics popup.description2 Relevance of research. In a competitive environment of the food industry and the growing shortage of natural mineral waters, where water is a strategic resource and the main component of sustainable development, there is an increase in consumer interest in the beneficial properties of this product. The degree of study of the problem in the economic literature. Analysis of recent research and publications. The work of well-known domestic and foreign scientists, in particular: D. Aaker, K. Burmann and S. Zeplin, J.-N. Kapfferer, K. Keller, J.-J. Lamben, O. Kusraeva and others. However, the issue of regional research, the application of the benchmarking approach to the analysis of the effectiveness of brand development in the mineral water market remains quite relevant. The object of research is the process of strategic brand management in the mineral water market. The subject of research is the theoretical, methodological and practical foundations of the formation and implementation of regional marketing research in the mineral water market. The purpose of the study is a regional marketing research in the mineral water market. Objectives of the study: • theoretical and methodological substantiation of regional marketing research in the mineral water market; • regional research on the mineral water market; • evaluation of brand effectiveness based on the benchmarking approach. Research methods. The main research methods are the principles of functionality, epistemological analysis: analytical, generalization, method of scientific abstraction, decomposition, comparison principle, marketing research analytics, taxonomic method, benchmarking approach, principles of system general communication and development. Practical value of work. Based on the results of the research, the analysis of marketing research in the regional section with the use of the taxonomic method is substantiated and prepared.  Product Description popup.authors BARANIUK YURII R. Lisun Yanina V Suslova Tetyana O Fayvishenko Diana S. popup.nrat_date 2021-03-17 Close