Annotation: (Українська) У статті розглядається поняття маркетингової концепції та її еволюційні перетворення внаслідок зміни ринкової кон'юнктури. Проаналізовано п`ять класичних концепцій маркетингу, їх значення та роль, та акцентується увага на нових підходах до визначення даного поняття, що ґрунтується, не тільки на стандартних маркетингових засадах, але й на сучасних факторах, що є актуальними в умовах нинішнього ринку. Тому окрема увага приділяється тенденціям формування новітніх маркетингових концепцій їх місце то роль у діяльності сьогоднішніх підприємств.

Annotation: (Українська) Досліджено стан та тенденції розвитку підприємств машинобудівного комплексу країни у 2015-2017 роках. Проведено аналіз обсягу реалізованої продукції, експорту, фінансових результатів діяльності підприємств машинобудування. Визначено місце та роль машинобудування серед інших галузей економіки; виявлено основні проблеми та визначено перспективи розвитку галузі.

Annotation: In the article the main aspects of lead generation in the process of demand formation are considered. The approaches to the definition of lead category and their classification features are described. Generalized methods of lead generation in three main groups: personal channels, online communications, mixed methods. The study notes that important stimulus that allow you to convert customer contact to the consumption process are economy, quality and safety of goods and recommendations of the social environment. The incentives for converting to the status of a customer should offer him a real value and be relevant to the situation. The processes and incentives for converting contacts to real demand will vary depending on the specifics of the goods and the particulars of making a purchase decision. Formation of real demand, besides stimulating measures and motives of quality, stipulates guarantees, service, merchandising, work of personnel, attractive loyalty programs. The process of obtaining leads and transforming it into real demand with the help of marketing tools in the field of online marketing is presented schematically. The emphasis is on the fact that the process of generating demand requires obtaining better contacts with potential consumers. It is emphasized that it is necessary to select separate measures for handling various types of contacts. The most effective tactic for generating demand will be the integration of various marketing tools, which takes place within a single strategy. Communication through multiple channels will allow to create appropriate impulses and achieve a greater degree of converting contacts to consumers. It is noted that in order to convert a contact database into a real demand, the company needs well thought-out marketing messages, the corresponding offer of goods and the unification of several different channels of influence on the contacts. The proposed approaches to the estimation of the economic effect of conversion of lead in order for the online and offline marketing.

Annotation: Concepts of digital economy and digital transformation of economy are characterized; the analysis of trends of development of digital technologies is carried out and their role in development of economy is defined; an assessment is given to the decentralized technologies of the distributed register in transformation of a social and economic system; it is predicted perspectives of digitization of assets and creation of the autonomous decentralized organizations; an assessment is given to digital labor market and a role of the Ukrainian specialists on it; the platform solution as the tool in forming of the intellectual, financial and information capitals for development of a social and economic system in the conditions of global informatization is proposed.

Annotation: Football marketing in Ukraine, outlines the issues and problems that exist at the moment in this area were analyzed in the article. Also, recommendations that based on the experience of the leading European football federations are made to improve the marketing activities of football clubs and organizations.

Annotation: The importance of such a component of the text as heading is revealed. It’s function and types of presentation are analyzed. The role of mass media in public perception of information is outlined. The typology of heading in publications is characterized. The article examines examples of striking headings in such online-media as “Correspondent”, “Ukrainska pravda” and “Tsenzor” which have been created by representatives of the media for increasing the number of views.

Annotation: Theoretical issues of modern marketing are researched. The applied aspects of the use of information marketing in the activity of the enterprise are described for the purpose of its promotion. The peculiarities of the use of information marketing tools for attracting new consumers through the site are described. The tools of information marketing which will allow to receive additional profit from activity of the site are analyzed. The reasons why it is impossible to ignore modern marketing tools while promoting the company is described.

Annotation: The paper discusses the methods and criteria for the classification of countries. The essence and historical background of the modern structuring of the world is highlighted. The features and problems of modern structurization of mankind on the basis of various approaches of scientists are considered. The system of relations between developed countries and developing countries, including the influence of TNCs on the underdeveloped countries, is described. The place of Ukraine in the modern structurization of mankind has been determined.

Annotation: The concepts, possibilities and advantages of digital marketing were defined and the state and structure of the e-commerce market in Ukraine, current trends of digital marketing, existing and potential buyers were analyzed in the article. Also, effective ways of digital advertising in Ukraine were investigated and offered, prospects of their development were predicted.

Annotation: (Русский) На сегодняшний день около 37 миллионов человек во всем мире живут с ВИЧ/СПИДом, причем ежегодно фиксируется около 1,8 миллионов новых случаев. Это обуславливает необходимость создания безопасной и эффективной профилактической вакцины для борьбы с ВИЧ.