{"id":570,"date":"2021-01-14T19:10:41","date_gmt":"2021-01-14T17:10:41","guid":{"rendered":"http:\/\/journals.khnu.km.ua\/vestnik\/?p=570"},"modified":"2021-01-14T19:10:59","modified_gmt":"2021-01-14T17:10:59","slug":"main-factors-of-transformation-of-industrial-structure-of-marketing-in-the-second-decade-of-the-xxi-century","status":"publish","type":"post","link":"https:\/\/journals.khnu.km.ua\/vestnik\/?p=570","title":{"rendered":"Main factors of transformation of industrial structure of marketing in the second decade of the XXI century"},"content":{"rendered":"

<\/p>\n

MAIN FACTORS OF TRANSFORMATION OF INDUSTRIAL STRUCTURE OF MARKETING IN THE SECOND DECADE OF THE XXI CENTURY<\/p>\n

\u041e\u0421\u041d\u041e\u0412\u041d\u0406 \u0427\u0418\u041d\u041d\u0418\u041a\u0418 \u0422\u0420\u0410\u041d\u0421\u0424\u041e\u0420\u041c\u0410\u0426\u0406\u0407 \u0413\u0410\u041b\u0423\u0417\u0415\u0412\u041e\u0407 \u0421\u0422\u0420\u0423\u041a\u0422\u0423\u0420\u0418 \u041c\u0410\u0420\u041a\u0415\u0422\u0418\u041d\u0413\u0423 \u0412 \u0414\u0420\u0423\u0413\u041e\u041c\u0423 \u0414\u0415\u0421\u042f\u0422\u0418\u0420\u0406\u0427\u0427\u0406 \u0425\u0425\u0406 \u0421\u0422\u041e\u041b\u0406\u0422\u0422\u042f<\/p>\n

<\/a>\u00a0 \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438 212-216. \u041d\u043e\u043c\u0435\u0440 \u21161, 2020 (261)<\/strong><\/p>\n

\u0410\u0432\u0442\u043e\u0440\u0438:<\/strong>
\nTERENTIEVA N.
\nZaporizhia National University
\n\u0422\u0415\u0420\u0415\u041d\u0422\u2019\u0404\u0412\u0410 \u041d. \u0412.
\n\u0417\u0430\u043f\u043e\u0440\u0456\u0437\u044c\u043a\u0438\u0439 \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442<\/p>\n

DOI:<\/strong> https:\/\/www.doi.org\/10.31891\/2307-5740-2020-278-1-37<\/a>
\n\u041d\u0430\u0434\u0456\u0439\u0448\u043b\u0430 \/ Paper received:\u00a0<\/strong>14.02.2020
\n\u041d\u0430\u0434\u0440\u0443\u043a\u043e\u0432\u0430\u043d\u0430 \/ Paper Printed:\u00a0<\/strong>11.03.2020<\/p>\n

\u0410\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u043c\u043e\u0432\u043e\u044e \u043e\u0440\u0438\u0433\u0456\u043d\u0430\u043b\u0443.<\/strong><\/p>\n

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\u0420\u043e\u0437\u0448\u0438\u0440\u0435\u043d\u0430 \u0430\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u0430\u043d\u0433\u043b\u0456\u0439\u0441\u044c\u043a\u043e\u044e \u043c\u043e\u0432\u043e\u044e.<\/strong><\/p>\n

The change in the orientations of Ukrainian society towards European integration in recent years has accelerated the inevitable “global digitalization”, which in turn has led to significant changes in consumer behavior at almost all levels of consumer activity. This applies to both the characteristics of consumer awareness, their ability to choose alternatives, and directly the main
\nchannels of consumer information, as well as the organization of feedback between producers and consumers. Hence, it is quite logical to hypothesize significant changes in the industry structure of marketing – both as a practical activity and as a science. Indeed, following the changes in consumer behavior and seeking to more effectively study and predict market changes, marketing
\ncould not maintain a stable industry structure in today’s changing environment. The emergence of new information channels, new channels of promotion and marketing, coverage of new channels in an increasing part of the market space lead not only to the rapid development of new marketing industries, but also the decline of some areas that were considered traditional.<\/p>\n

\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430:<\/strong> \u0433\u043b\u043e\u0431\u0430\u043b\u044c\u043d\u0430 \u0434\u0456\u0434\u0436\u0438\u0442\u0430\u043b\u0456\u0437\u0430\u0446\u0456\u044f, \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433, \u0433\u0430\u043b\u0443\u0437\u0435\u0432\u0430 \u0441\u0442\u0440\u0443\u043a\u0442\u0443\u0440\u0430, \u0441\u043f\u043e\u0436\u0438\u0432\u0430\u0447.<\/p>\n

References.<\/strong><\/p>\n

1. V Ukrayini rizko zroslo proniknennya Internetu. Prichini \/ Liga. URL: https:\/\/tech.liga.net\/technology\/novosti\/v-ukraine-rezkovyroslo-proniknovenie-interneta-prichiny (data zvernennya: 10.10.2019).
\n2. Kotler F. Marketing v tretem tysyacheletii: kak sozdat, zavoevat i uderzhat rynok. Moskva : AST, 2000.
\n3. Lilik I.V. Intuyitivnij marketing spozhivacha : monografiya. Kiyiv : UAM, 2014.
\n4. Lucij K.M. Evolyuciya koncepcij marketingu yak vidobrazhennya tendencij rozvitku rinkovoyi ekonomiki. Naukovij visnik Uzhgorodskogo nacionalnogo universitetu. 2015. \u21165. S. 90\u201393.
\n5. Reklamnij rinok Ukrayini 2018: oglyad ta fakti. URL: https:\/\/mmr.ua\/show\/reklamnyy_rynok_ukrainy_2018_obzor_i_fakty (data zvernennya: 10.10.2019).
\n6. Robul Yu.V. Evolyuciya zadach marketingu na riznih etapah evolyuciyi kompaniyi. Mehanizm regulyuvannya ekonomiki. 2010. T. 2. Vip. 3. S. 158\u2013154
\n7. Breiner James Five dirty words journalists must learn to say without blushing \/ IJNet (International Journalists\u2019 Network). URL: https:\/\/ijnet.org\/en\/story\/five-dirty-words-journalists-must-learn-say-without-blushing (data zvernennya: 10.02.2020).
\n8. Deep Patel A Paperboy\u2019s Fable: The 11 Principles of Success. Post Hill Press, 2016. 140 r.
\n9. Deep Patel 10 Marketing Trends to Watch in 2019. (Marketing is being shaped by emerging technologies, methods and patterns) \/ Entrepreneur. URL: https:\/\/www.entrepreneur.com\/article\/324043?fbclid=IwAR3XZ-XvVPXWYzxNssWb9O_
\nE3hoezV6htxsRM6zDBy5reQCkL05t3KECAQ (data zvernennya: 10.02.2020).
\n10. Hollis Nigel The meaningful brand : how strong brand make more money \/ Nigel Hollis. Chief Global Analyst, Millward Brown, 2016. 225 p.
\n11. O\u2019Reilly Tim What Is Web 2.0? URL: http:\/\/oreilly.com\/web2\/archive\/what-is-web-20.html (data zvernennya: 10.02.2020).<\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[7],"tags":[],"_links":{"self":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/570"}],"collection":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=570"}],"version-history":[{"count":2,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/570\/revisions"}],"predecessor-version":[{"id":572,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/570\/revisions\/572"}],"wp:attachment":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=570"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=570"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=570"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}