FEATURES OF MARKETING ACTIVITIES ON THE BOOK MARKET OF UKRAINE

Goal. elucidation of the role and features of marketing activities in the book market of Ukraine. Achieving the goal will be facilitated by the achievement of the following tasks: 1) identification of factors influencing the behavior of consumers of book products; 2) disclosure of key aspects of marketing activity in the book market of Ukraine; 3) establishment of directions for increasing the effectiveness of marketing activities on buyers in the book market. Method. Methods of systematic and comparative analysis were used to identify factors influencing consumer behavior. The methods of analysis, synthesis and comparative analysis were used to reveal the marketing activity in the book market of Ukraine and to study the factors and the degree of their influence on the behavior of the buyer in the book market. Methods of synthesis and generalization were used to establish directions for improving the effectiveness of marketing activities on buyers in the book market. The results. The main aspects of the marketing activities of publishers and book distributors on the Ukrainian book market are outlined, the toolkit of the marketing mix used by market entities is highlighted, which made it possible to formulate the key areas of increasing the effectiveness of marketing activities for sellers of book products, which include: the need for market research; production of a quality marketing book; increasing the number of bookstores; application of merchandising and other methods of maximizing sales; improvement of the personnel policy due to the selection of personnel, systematic improvement of the qualifications of employees; implementation of logical pricing, use of price incentives; provision of activities for the popularization of reading and promotion of book products; development of effective state support measures for book publishing. Scientific novelty. Conducting a theoretical and practical analysis of the use of marketing mix tools in the book market of Ukraine and developed recommendations for increasing the effectiveness of marketing activities in the publishing industry. Practical significance. The results of the analysis are suitable for use in the development of effective marketing programs of Ukrainian book publishers and sellers of book products.