Implementation of modern marketing tools in entrepreneurial activity Tatyana Shtal, Olena Ptashchenko, Sergii Rodionov, Oleksii Kurtsev Economics of Development, 2023 Marketing activity focuses on new forms of relations with consumers, and marketing communications determine the current research topic and its relevance. The purpose of the study was to substantiate the use of modern marketing tools in business activities to ensure the sustainable development of the enterprise. During the research, empirical methods were used to review and comprehensively present indicators and features of marketing activity and marketing tools, analysis, and synthesis for a visual representation of the features of marketing tools in use in modern conditions of entrepreneurial activity. Objective information on the state of the industrial products market and the presented elements of the industrial enterprise’s marketing activities have been systematized and analysed. A detailed analysis of current trends in the development of marketing activities and the impact of information technology on the development of entrepreneurship is carried out, which is now the basis for the formation of the necessary set of marketing tools that can be used to improve the efficiency of the enterprise. It was determined that in the transition to market mechanisms of functioning, Ukrainian machine-building enterprises needed to optimize their activities, considering the mutual influence of the components of each enterprise’s external market and internal marketing environment. It was concluded that Ukrainian enterprises are forced to pay great attention to the processes in a rapidly changing external environment to adapt and adapt to them promptly; this is especially important for industrial enterprises focused on marketing activities. The presented research in the form of recommendations for using marketing tools has practical significance for modern business structures
Improving approaches to the formation of enterprise's marketing budgets Olena Bondarenko, Svitlana Kovalchuk, Sergii Rodionov, Maria Miroshnik, Olena Kitchenko, et al. Estudios De Economia Aplicada, 2021 This article discusses the importance of optimizing advertising budgets for enterprises in the face of fierce competition for the consumer. It highlights the principles that business owners should consider when developing a marketing budget and notes the change in the influence of marketing in the sales funnel. The process of optimization of advertising budgets is presented.Also, the main approaches and methods of forming the marketing budgets of enterprises are highlighted. The method is considered in detail, taking into account the effectiveness of the use of marketing budgets. And recommendations are given on the allocation of budgets within advertising channels, depending on the goals and size of the enterprise.
