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The issue of rational waste management in Ukraine is quite acute. The system is in a state of decay, because about 94% of waste ends up in landfills and, at the same time, has a negative impact on the environment. That is why the issue of building a perfect management system and applying marketing communications in Ukraine is quite relevant, because proper waste management with the help of marketing measures will not only save the environment, but also attract secondary raw materials to energy or further production. The purpose of this work was to research and generalize the aspects of marketing communications in the context of the optimal model of the national pattern system of waste management in Ukraine. The research used a system method, an analysis method, and complex and integrative methods. It was determined that the level of volumes of generated and accumulated waste in Ukraine is quite high. It has been established that it is necessary to develop and improve measures for the disposal of acid, alkali or salt waste, other mineral waste, chemical waste, industrial waste sludge, ferrous metal waste and mixed and undifferentiated materials. Necessary waste disposal measures have been determined, which in turn should provide an opportunity to organize complex waste processing measures and ensure the use of their energy potential. The marketing communications established in the study will help to implement measures to stimulate recycling enterprises by the state, to establish relationships between producers and consumers of secondary products, to provide informational support for waste processing through the media, to create a marketing complex around secondary products and to reproduce the use of secondary products in energy efficiency. The recommended structure of marketing communications for running a waste management business in Ukraine will bring recycling to a new level and increase its efficiency. The practical significance of the study is that the identified waste disposal measures and accompanying marketing communications can be used in Ukraine to improve the effectiveness of the waste management system. [ABSTRACT FROM AUTHOR]

The overall transition towards a low-carbon economy is expected to pose a solution for several global problems, including the ongoing climate change while ensuring economic and social development. Large oil and gas companies are aware of the need to transform their business, turn to renewable and clean energy sources to build a positive image and reputation, and have the economic power to do so. This paper aims to evaluate the marketing communication of leading European oil and gas companies on their Instagram accounts in the context of reputation building through using social media and identify to what extent the companies reflect the environmental aspects of corporate social responsibility. Content analysis and the Social Blade tool were used to examine the marketing communication of the five biggest companies by revenue. All the companies are active on Instagram, but it has been found that the Russian companies have remained inactive and have even been losing followers since March 2022, when the war conflict in Ukraine started. Surprisingly, Shell uploaded only a few posts during the reference period but is recognized as the company achieving the highest social media effectiveness. Although all observed oil and gas companies continue their business as usual, they incorporate and communicate efforts to support the development of electromobility, clean and renewable energy projects, as well as ecological projects. [ABSTRACT FROM AUTHOR]

The use of various tools of marketing communications and a strategic approach to developing communication campaigns are nowadays of particular importance. The processes of differentiation and positioning, being an integral part of any business, become complete only if consumers are made aware of the unique qualities and differences of the product, compared to alternative offers, through the marketing communication tools. Most of the Ukrainian agro-industrial companies should refer to the experience of leading Ukrainian and foreign companies, which, thanks to effective communication strategies, have successfully explained the differences and position of their products to the target audience and markets and achieved significant success. In marketing communication campaigns, especially in foreign markets, it is advisable to refer to the image of Ukraine as a well-known agricultural producer and the heritage, being an important component of modern agribusiness. Today, the issues regarding the truthfulness of messages of agricultural companies are associated with the compliance with standards and food safety regulations, which is a concern of national governments and international organizations. Therefore, communication campaigns of the Ukrainian companies should be simple and distinguishable, and convey the main ideas of differentiation and positioning of a product or enterprise itself short and clear. The limited and selective perception of modern consumers, who are overloaded with the vast amount of information, should also be taken into account. [ABSTRACT FROM AUTHOR]

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Purpose: The purpose of this study is to compare and contrast Internet marketing communication tools used to accomplish key marketing goals between European Union higher education institutions (HEIs) and non-EU HEIs, such as in the case of Poland and Ukraine. Design/methodology/approach: In the article, the authors used the literature review method to justify the importance of implementing HEI marketing strategy based on marketing communications with Internet users, and thus to justify the relevance of the chosen research topic. Based on the literature review, the authors identified the goals of HEI advertising campaigns on the Internet (branding, recruitment of students, site traffic increase and subscription of Internet users to the university newsletter) and substantiated the analytical study of the two countries. The survey conducted by the authors allowed them to form their conclusions, the validity of which is based on the interpretation of the indicators calculated in the analytical section. Findings: The hypothesis that the focus of HEI Internet marketing communications, recruitment of students, is universal regardless of the country of origin is proven. There is also no significant differences in Internet marketing communication tool use that is "simpler" and cheaper. University marketing managers widely use Internet advertising tools, but they have difficulty implementing public relations and sales promotion tools. Internet marketing communication is an important component of HEIs' marketing strategies, thus, comparing EU and non-EU HEIs informs future strategies. Practical implications: The results of this research are of interest to HEIs that seek to improve the adaptation of their marketing communication strategy to meet the conditions of digitalisation and to strengthen their competitive foothold within the market. Also, the findings can help HEI marketing staff members to improve marketing communication tools used to build and maintain relationships with their online customers. Originality/value: This study highlights the similarities and differences in approach to Internet marketing communications among EU (Poland) and non-EU HEIs (Ukraine). In conducting a thorough review of research, as well as a survey of 185 HEI marketing staff members, the paper offers insight into the approach HEIs of varying cultural backgrounds take to Internet marketing communications and online recruitment. [ABSTRACT FROM AUTHOR]

The aim of the article. The aim of the article is to analyze marketing communicative measures against human trafficking which were implemented by public organizations in 15 regions of Ukraine in 2011-2012. There are following research objectives: to investigate what kind of campaign or program of preventing the potential victims of human trafficking has been used by Ukrainian public organizations during 2011-2012; to determine whether marketing communicative measures have been implemented on the basis of previously carried out researches for determining effective preventive methods and to find out if they were addressed to a target group of potential victims; to analyze the material used for the campaigns or programs and its dissemination. The results of the analysis. The analysis of data obtained from 15 investigated regions makes it possible to draw the following results: active informing of society about human trafficking by public organizations and authorities took place in 2011-2012, but their measures were not coordinated, communications were not integrated, without clearly defined executors, time frames, criteria of evaluation and were not based on previous researches. Monitoring of implementation of measures was not carried out by authorities. All target audiences were not reached; the choice of the target market and methodology of preventive work was based on previous researches; their actions were directed on target audiences of communications, which both are the population in general and potential victims, establishments aiding victims of trafficking in human beings, central executive authorities, local executive authorities; public organizations have used the following channels of communication: personal communications in forms of training, seminars, press-conferences, different outdoor actions, consultations on human trafficking combating by «hot line»; there is a problem of common, standardized, objective state statistics in the sphere of human trafficking combating and evaluation of preventive measures efficiency. Conclusions and directions of further researches. The author within this investigation: develops communication measures which would be based on researches of the specificity of behaviour of main groups of risk (non-profit target market) and the most effective marketing tools of impacting them; systematizes the preventing and combating of human trafficking by ensuring the coordination and delegation of responsibilities and resources between local authorities, which have the best access to the certain risk groups, and centralized development of printed materials; systematizes collaboration of public organizations, mass-media and governmental bodies at the local level through coordinated media events; suggests to involve public organizations in providing services to primary prevention of human trafficking through the system of social order; develops a system of social orders for participation of public organizations in the contribution of services of human trafficking primary prophylaxis; considers that ensuring the proportionality of the interdepartmental councils on questions about family, gender equality, demographic development, prevention of violence in family and human trafficking counteraction is made by increasing the share of public organizations to 20%. [ABSTRACT FROM AUTHOR]