Scientific and methodical approaches to the definition of international markets for implementation of the strategy of internationalization by Ukrainian meat producers' have been developed, choosing strategy of internationalization by Ukrainian meat producers procedure has been determined, a system of indicators has been developed to assess the marketing appeal of new international markets for Ukrainian meat producers. According to the analysis of practical aspects results of the agrarian enterprise and its associations functioning, a scientific and methodical approach to the integrated assessment of the business environment of international markets attractiveness’ for Ukrainian meat producers by the product group "0207 Poultry Meat" was developed. The proposed approach is based on applying summing up the ranks to rank foreign markets according to the system of dynamic indicators method, which allowed determining the marketing attractiveness of the new international markets for the activity of Ukrainian meat producers in these markets. As a result of the proposed approach application, foreign markets have been identified that demonstrate favorable conditions for doing business with Ukrainian meat producers. It has been proved that the markets of Denmark and Finland have demonstrated favorable conditions for doing business with them, which testifies that internationalization of Ukrainian meat producers’ strategy should be aimed at the formation of future outlines of new markets in the direction which is beneficial to them. Keywords: international business activities, internationalization strategies, attractiveness of international markets marketing, a system of indicators for assessing the marketing attractiveness of new international markets.

“Green entrepreneurship” practice dissemination is one of the “sustainable development” concept strategic goals. In agro-industrial sector this practice involves the business processes environmental optimization, which requires significant investments for technological changes and limits the competitive strategies variability for small and medium enterprises. Ukraine’s agricultural sector “green entrepreneurship” projects investing analysis confirmed that they mainly involve big business. This updates the problem of “green entrepreneurship” competitiveness increasing. This article purpose is to substantiate vectors and modalities for participatory development of agro-industrial business network for realization the competitive business strategies in the “green business” field. It has been emphasized that the membership and the business network structure should provide business processes adaptive and proactive flexibility. It has been identified this flexibility determinants in the structure of the participants innovative potential, which can accumulate specific resources and competencies for the “green” entrepreneurship competitiveness. The scheme of formation the specific resources owners’ strategic partnership for the competitive business strategies realization has been developed. It has been indicated that in the agricultural sector this allows to increase the joint innovation potential for cleaner production in all parts of the value chain. It has been recommended to coordinate the strategic priorities of the participants on the methodological basis of the game theory, which will contribute to the partnership stability and effectiveness.

Purpose. The purpose of this paper was to analyze the development of the food market in Ukraine and determine its compliance with the goals of sustainable economic development, to formulate the concept of marketing of balanced development in relation to the food market and to identify a set of tasks that need to be addressed within this concept. Methodology / approach. While writing the article we used the following: methods of content analysis – to study scientific approaches to the interpretation of marketing tasks in terms of the concept of «sustainable development»; morphological analysis, generalization and scientific abstraction – to clarify the essence of the definition of «marketing of balanced development» and its conceptual content; economic-statistical and comparative analysis – for research, the dynamics of the food market and the market of organic products in Ukraine, the structure of exports of agricultural products to Ukraine, as well as the impact of the agro-industrial sector on the environment. To visualize the results, we used methods of graphical and tabular representation. The method of SWOT analysis assessed the qualitative characteristics of the state of the market of organic products of Ukraine in the light of opportunities and obstacles to the implementation of the concept of «sustainable development». Abstract-logical method was used to form a complex of marketing of balanced development, conclusions of the article and directions for further research. Results. The article is devoted to the study of the dynamics of the Ukraine food market development as a component of the national economy and food security of the state. It was determined that the areas of agro-food production, food processing and food products trade were showing growth due to increased demand in domestic and foreign markets. However, as a result of technological and resource features, agro-food production has a negative impact on the environment of Ukraine. Trends in the development of organic production as a way to implement the concept of sustainable development in the food sector were studied. The author’s interpretation of the essence of the concept of balanced market development was offered and the complex of tasks of marketing for the enterprises functioning in the food market was defined. Originality / scientific novelty. The article defines the magnitude and extent of the impact of agro-food production on the environment. The essential content of the definition of «marketing of balanced development» in relation to the agro-industrial sector through the prism of the concept of «sustainable development» was clarified. For the first time, a SWOT analysis was used to assess the state of the market of organic products of Ukraine in the light of opportunities and obstacles to the implementation of the concept of «sustainable development», which allowed determining the main directions for improving the marketing set for food market entities. The provision of the concept of sustainable development in the food sector was further developed. Practical value / implications. The main results of the study can be used for (i) structuring tasks of the marketing of balanced development of agribusiness entities; (ii) determining balanced development marketing complex for enterprise, will be relevant for both the organic market and the food market as a whole; (iii) definition of the purposes of balanced development at development of strategy of the enterprises; (iv) development of strategic directions of activity for the enterprises of the organic market on the basis of the conducted SWOT analysis.

The article deals with the place and role of gastronomic tourism in marketing strategies of regional economy development in Ukraine in modern crisis conditions. It is generalized that gastronomic tourism is a kind of cultural-cognitive tourism, during which acquaintance with the culture of a certain territory, ethnic group or nationality takes place through food or beverages by both their consumption and observation of preparation or participation in this process. An important prerequisite for the development of gastronomic tourism in the region is the development of proper marketing support. The most effective way to solve the problems of regional tourism branding is to form strategic approaches to marketing support for regional tourism development in Ukraine, which should be based on the principles of system, sustainability, convergence and take into account existing regional differences. It is substantiated that in crisis conditions the key principles of formation of marketing strategies of development of regional economy are guarantee of safety of social and economic systems and diversification of possibilities of their development. From the standpoint of strategic management of regional development in the context of overcoming the crisis in the context of the priority of gastronomic tourism development, a set of measures has been developed. It was found that the organizational and functional uniqueness of gastronomic tourism and its close integration with local cultural heritage allow to maximize the effect of increasing the competitiveness of local communities and regions and even in times of crisis to successfully develop and implement measures to increase sustainability and future progressive economic systems. In times of crisis, economic systems, operating in conditions of instability, require the development and implementation of strategic priorities based, in particular, on marketing mechanisms. An effective tool of regional marketing is the formation of the tourist brand of the region, which should be a key aspect of marketing strategies for regional tourism development.

Цифровий маркетинг як інноваційний інструмент комунікацій Головчук Ю.О. кандидат економічних наук, старший викладач кафедри маркетингу та реклами Вінницького торговельно-економічного інституту Київського національного торговельно-економічного університету Мельник Ю.В., Козуб М.В. студенти Вінницького торговельно-економічного інституту Київського національного торговельно-економічного університету У статті розглянуто сутність понять цифрового та традиційного маркетингу, проведено їх порівняльну характеристику та виділено основні відмінності, а також проаналізовано переваги і недоліки у практичному використанні. Визначено популярні digital-канали та їхні ознаки. Зроблено висновки про значення цифрового маркетингу в діяльності компаній і наведено пропозиції щодо вдосконалення інноваційного інструменту комунікацій. Ключові слова: цифровий маркетинг, маркетинг у соціальних мережах, digital-канали, Інтернет, digitalмаркетинг, інтерактивний маркетинг, традиційний маркетинг, комунікації. Головчук Ю.А., Мельник Ю.В., Козуб М.В. ЦИФРОВОЙ МАРКЕТИНГ КАК ИННОВАЦИОННЫЙ ИНСТРУМЕНТ КОММУНИКАЦИЙ В статье рассмотрена сущность понятий цифрового и традиционного маркетинга, проведена их сравнительная характеристика и выделены основные отличия, а также проанализированы преимущества и недостатки в практическом использовании. Определены популярные digital-каналы и их признаки. Сделаны выводы о значении цифрового маркетинга в деятельности компаний и даны предложения по совершенствованию инновационного инструмента коммуникаций. Ключевые слова: цифровой маркетинг, маркетинг в социальных сетях, digital-каналы, Интернет, digitalмаркетинг, интерактивный маркетинг, традиционный маркетинг, коммуникации. Holovchuk Y.O., Melnyk J.V., Kozub M.V. DIGITAL MARKETING AS AN INNOVATIVE COMMUNICATION TOOLThe article describes the essence of the concepts of digital and traditional marketing, carried out their comparative characteristics and highlighted the main differences, as well as analyzed the advantages and disadvantages of practical use. Identified popular digital channels and their signs. Conclusions about the importance of digital marketing in the activities of companies are made and suggestions for improving the innovative communication tool are given.