An in-depth scientific study was edited by the Vice-President of the Ukrainian Marketing Association, Honoured Woman of Science and Technology of Ukraine, Head of the Department of International Economics of Taras Shevchenko National University of Kyiv, Doctor of Economic Sciences, Professor Alla Starostina and published in early 2024.
Scientist of the National University “Yuri Kondratyuk Poltava Polytechnic” – Candidate of Technical Sciences, Associate Professor of the Department of Economics, Business and Marketing Kseniia Chychulina participated in the creation of the textbook’s “Marketing: Global Experience and the Ukrainian Dimension” updated edition for those receiving higher education.
A member of the support group for specialty 075 Marketing, the educational program “Marketing” for students of the first (bachelor’s) level of higher education and the second (master’s) level became a co-author of the textbook. She worked on the section “Product strategies of business entities (marketing complex): Development of pricing strategy”. It is worth noting that over the past ten years, the scientist has been actively engaged in research in the field of market and industry pricing, development of enterprise pricing policy and pricing methods.
This textbook is the second edition of the interuniversity textbook, which was published in 2009 and summed up the results of the second stage of the marketing in Ukraine formation and became the prize-winner of the All-Ukrainian competition of university publications. The textbook “Marketing: Global Experience and the Ukrainian Dimension” is the second updated and revised edition. It reflects the collective authors’ approach to the methodology, theory and practice of marketing in Ukraine and the world, thus brought together scientific marketing schools of 16 Ukrainian universities and 31 scientists, as well as representatives of consulting companies, members of the public organization “Ukrainian Marketing Association”.
The publication’s uniqueness is determined by the fact that the fundamental course of marketing is revealed through the prism of modern laws of the world’s economy development, the peculiarities of the international business environment, and the specifics of the economic development of Ukraine. The textbook reveals for the first time the model and stages of formation of the marketing in Ukraine theory and practice, which have absorbed the progressive world experience and have their own unique specificity. Along with this, the textbook contains all the materials that correspond to typical work programs in marketing taught in leading universities around the world and in Ukraine.
The authors consider the current trends in the development of the theory and practice of marketing, new modern authors’ concepts: innovative marketing, marketing risks, digital tools in marketing, the concept of reflexive marketing, the method of structured tabular analysis of the business environment (STABS analysis), the use of artificial intelligence in marketing, etc.
A special feature of the publication is that the tasks for the sections, which reflect modern interactive learning technologies, are posted on the public organization’s “Ukrainian Marketing Association” website, which allows them to be quickly updated and adapted to the processes of the business environment, which is changing turbulently.
The textbook is intended for the academic community, students, students of PhD programs, scientists, and practicing marketers.
Scientist of the National University “Yuri Kondratyuk Poltava Polytechnic” – Candidate of Technical Sciences, Associate Professor of the Department of Economics, Entrepreneurship and Marketing Kseniia Chychulina expresses her sincere gratitude to the public organization “Ukrainian Marketing Association” for the opportunity to join the distinguished team of authors and share her own achievements.
The textbook “Marketing: World Experience and the Ukrainian Dimension” will soon be available in the Scientific and Technical Library of the National University “Yuri Kondratyuk Poltava Polytechnic”.
It should be recalled that the scientist was part of the team of the National University “Yuri Kondratyuk Poltava Polytechnic” scientists – winners of the Jean Monnet project competition of the European Union Erasmus+ Program, she advanced her qualifications under EU programs in the field of sustainable, inclusive and smart development of communities, and as part of #ErasmusDays2023 she presented successful experience of university participation in international projects.
Recently, the rector of the Poltava Polytechnic initiated a charitable project, thanks to which the children of IDPs received tablets for studying, and the Polytechnic held the first graduation of veterans’ assistants in the Poltava region.
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National University “Yuri Kondratyuk Poltava Polytechnic”
