Розвиток маркетингу в Україні: довгострокові орієнтири
Development of marketing in Ukraine: long-term guidelines

Summary/Abstract: Inclusive marketing, detoured marketing, direct marketing, and an increase in the share of smart shopping marketing, optimal consumer decisions with expansion of the set of optimality criteria are considered as long-term guidelines for the development of marketing in Ukraine. The development of these guidelines is associated with the expediency of implementing Western experience in marketing activities and the rate of acceptance of Western values by Ukrainians.

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