COLLABORATION IN THE UKRAINIAN PUBLISHING BUSINESS: CLASSIFICATION OF FORMS AND TYPES OF COOPERATION

Collaboration in the publishing business is developing rapidly and actively. A responsible approach to brand cooperation, effective planning and implementation of the strategy, and adaptation of partners to changes and innovations in the economy allows for strengthening brand marketing and contribute to the effective development of the industry as a whole. Brand partnerships in the publishing business are carefully planned work that takes into account the principles of both brands and includes joint marketing campaigns, joint organization of events, or development of new and unique publishing projects. The article examines brand collaborations in the publishing business as a special form of joint creative activity of a project nature in a global environment. It is argued that the topic of classification of forms and types of collaboration in the publishing sector in Ukraine requires further study and improvement. A reconstructive analysis of the criteria for success, advantages, and disadvantages of a successful partnership is carried out. Aspects that should be paid attention to when determining the type of partnership are outlined. An attempt is made to classify collaborative practices according to various criteria. The general typology of partnership relations is considered; the typology of collaborations in the publishing business by content and purpose, depending on the field of activity in which the participants cooperate, and depending on the audience orientation and impact on market segments. Examples of the most effective practices of brand cooperation are given, and the need to implement brand collaborations in the publishing business is substantiated. A number of features are indicated that will affect effective cooperation. It is proven that the typological characteristics of collaborations in the publishing business illustrate the universality of its various types, demonstrate the possibilities of adapting cooperation to the goals and means of publishing, and show existing multi-vector strategies and innovation potential. The typological characteristics also trace the synergy of competencies, financial risks between partners, and the principles of partner selection. Prospects for further research are seen in a more detailed study of collaboration practices, both in Ukraine and in the world. Partnerships in the publishing business still need to be considered.