The monograph is devoted to the issue of marketing technologies of entrepreneurship development.Modern trends of development countries are show increased risks of business activities. This is due to a number of factors affecting the development of the economic system, namely, the fluidity of market environment factors, increased international competition, regional and global financial and economic crises. All this requires the use of new flexible approaches to management that develops the theory and practice of marketing. The problems of accelerating business development, the need to enter the European and world economic space open new horizons and marketing opportunities, but at the same time pose complex and responsible tasks. Therefore, the relevance of marketing techniques used in the development of business increased dramatically.
The monograph represents the systematization of ideas of marketing theory and practice of enterprise management, the use of approaches, methods and tools of entrepreneurial activity, focused on consumers and target markets based on the conditions of business environment of Ukraine. It was consistently and clearly stated out categories of the relative acceleration of reforms in sectors of the national economy. It was outlined the basic questions that reveal the essence of marketing as a philosophy of business activities by market conditions and competition. The focus is on marketing approaches, methods, tools and algorithms used by entrepreneurs to meet consumer needs and achieve their goals. It was presented consistently materials in a systematic form, which logically characterize the current state and prospects of business development.
The first chapter deals with the transformation of the concept of marketing in a changing technological way. Particular attention is paid to the requirements of modern economic practice in the complex of business issues, the structure of the modern market of goods and services, the characteristics of consumer behavior and the formation of demand in the market of individual goods.In the monograph consist of provides information on current methods and tools for digital marketing, planning and organization of logistical activities in rail road and maritime transport.
The second chapter of the monograph is devoted to the formation mechanism of sustainable development of enterprises in the civil engineering industry. It was considered the questions of development of the civil engineering industry enterprises, generation of ideas of innovative production objects, competitive market relations. It was covered the basic aspects of the management system of the civil engineering industry enterprises – organization, planning, implementation, motivation and control – from the point of view of marketing philosophy of business activity.
Scientific editors hope that the monograph contains useful research results that are relevant for researchers, scientists, students and all those who are interested in marketing technology business development.