Registration Number
0226U000756,
(0121U114645)
, R & D reports
Title
Current trends in the development of industry marketing
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Актуальні тренди розвитку галузевого маркетингу
Head
Maiovets Yevhen Yo., д.е.н.
Registration Date
15-01-2026
Organization
Ivan Franko National University of Lviv
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Identification of key trends in marketing in the field of agribusiness, industrial goods market, culture, tourism and other services. Research of possibilities of use of modern marketing tools in branch markets. Analysis of the impact of different types of marketing policy on consumer behavior in industry markets.
Development of new methods of marketing analysis and study of positive domestic and foreign practices of using modern marketing technologies and techniques.
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Object of research: marketing tools, techniques, and instruments used by companies in the markets of industrial goods, the agro-industrial complex, and final consumer goods. The purpose of the study is to identify key trends in the development of marketing in agribusiness, industrial goods markets, and selected service sectors, including culture and tourism. The study examines the possibilities of applying modern marketing tools in industrial markets, analyzes the impact of various types of marketing policies on consumer behavior, and develops new approaches to marketing analysis based on best domestic and international practices. Research methods: analysis, synthesis, deduction, induction, scientific abstraction, modeling, surveys, and in-depth interviews. Results obtained: research tools for studying marketing communications and key methodological approaches to managing communication policy in the agricultural sector were identified. The effectiveness of marketing communications management in the agro-industrial complex of Ukraine was assessed. The subject area and functional role of modern marketing were examined. Marketing ethics were analyzed in terms of evaluating the ethical nature of relationships and behavior of key actors in marketing interactions. Mechanisms and methods for increasing the effectiveness of industrial marketing were substantiated.
Product Description
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Mayovets Yevhen Yosyfovych
Yavorska Tetiana Vasylivna
Oksana P. Kundrya-Vysotska
Shurpenkova Ruslana K.
Врублевська Олена Василівна
Horodniak Iryna V.
Kushnir Taras M.
Hnyliakevych-Prots Iryna Z.
Sokhetska Anna V.
Zakharchyn Roman Myronovych
Yuliia V. Zintso
Oleh V. Kuzyk
Olha M. Levytska
Nataliia V. Lutsiv
Volodymyr P. Moroz
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2026-01-15
