A strong image of the organization and its products indicates unique business abilities (special skills, abilities) that allow you to increase the value of goods and services offered to consumers. Managers of any organization or eventually start building its image, and then the sequence of their actions will be as follows: image measurement, image assessment, development of an image-building program and its implementation. Each organization performs many roles, so its image formed at different levels: socio-cultural, industry, enterprise and product level. Based on this, it is necessary to study the formation of a positive image of Ukrainian enterprises and companies. The purpose of the article is to theoretically substantiate and develop scientific and methodological provisions and practical recommendations for the improvement of the product image in the marketing product policy of the enterprise. The object of research is the brand, LLC “Industrial and commercial company SHABO". The subject of the research is the influence of the image and its perception by consumers, namely: analysis of the alcohol market of Ukraine, the place of “SHABO” in it, determining the impact of the company's image on its profit. The methodological basis are general and special methods: the systematic approach, system-structural analysis, synthesis, comparative analysis, modeling, semantic analysis, and terminological approach. The research results: most of Ukrainian scientists define the brand as an image that arises in the mind of the consumer, is associated with certain advantages of the product (service) or company, and clearly differs from competitors. The image makes a huge contribution to the formation of the image of the brand in the mind of the consumer. The practical significance of the obtained research results is that the conclusions and recommendations are of practical importance and can be used to strengthen product image in the marketing product policy of the LLC "Industrial and commercial company SHABO". Therefore, it is necessary to study the importance of the company's brand, its impact on consumers, the company's profit and the competitiveness of the company's products on the alcohol market of Ukraine and the international market.

The process of managing marketing activities at the enterprise is a complex process of planning and organizing the company’s marketing activities with the aim of meeting the needs of consumers of goods and services, as well as obtaining the greatest profit on this basis. The process of managing the marketing activities of a business entity can be defined as the analysis, planning, implementation and monitoring of the implementation of relevant marketing programs aimed at creating, maintaining and expanding profitable relations between the enterprise and its customers. The purpose of the research is to substantiate the theoretical and research practical aspects of managing the marketing activities of the enterprise in conditions of competition.

The consumer market, the production process is focused on the target group of end consumers, which contributes to a freer choice of the marketing strategy of the enterprise. It is proved that the economic mechanism of the formation of distribution systems of enterprises is a system of interaction of sets of factors of an economic and organizational nature, subjects of mediation of their actions and means of influence, taking into account signs of belonging to the internal or external environment, directly influencing or participating in the process of forming a distribution system of products. The optimal management system of a modern enterprise in the food market should be based on a symbiosis of marketing strategic and financial planning. This will allow solving simultaneously a number of tasks of the company's management, namely, adequate and prompt response to changes in the external environment. The authors have identified the means of influencing the formation of marketing, commercial and logistics components of enterprise product distribution systems can be quite deeply differentiated, because the practical implementation of management decisions requires the involvement of a wide range of production and sales tools, which means that they can be specified only for the conditions of a particular enterprise.

This article examines the importance of promotional marketing in modern business. An analysis of scientific research and publications on the subject of promotions and their impact on business success has been carried out. The main types of promotions and their characteristics of use in business are considered. The key elements of the promotional marketing strategy and their influence on the effectiveness of the promotional campaign were studied. The research methodology consisted of the analysis of scientific literature and publications on the topic of promotional marketing in business, as well as the use of such methods as analytical (analysis of statistical data and reports of Flagman Seafood LLC on the use of promotions and their impact on product sales) and case study research (use of promotions by the company, their results and impact on consumers). The scientific novelty of promotional marketing research lies in the study of various aspects and effectiveness of promotional strategies in modern conditions. Specifically: analysis of the impact of various factors on the success of promotions, including pricing strategy, distribution channels and consumer behaviour; study of different types of promotions, such as discounts, gifts, loyalty programmes and promotions, in order to determine the most effective strategies for increasing sales and attracting new customers; study of the impact of promotions in different markets, in particular, study of the influence of cultural and social factors on the reaction of consumers to different promotional strategies. The study showed that the effectiveness of promotions depends on their correct selection and calculation. Insufficient attention to target group analysis and the development of an effective promotion strategy can lead to unsuccessful results and a loss of consumer confidence in the brand. The practical value of the research lies in the fact that the article provides practical advice and recommendations on the use of promotional marketing in business. In addition, the article can be useful for marketing managers and entrepreneurs who plan to develop their business with the help of promotions. The results of the study allow us to understand the importance of promotional marketing for increasing the competitiveness of the company and attracting more customers. The scientific novelty lies in deepening the understanding of promotional marketing and determining its importance for business. The article offers an original classification of promotions and analyses their role in the formation of consumer behaviour. In general, the article helps to increase the effectiveness of marketing strategies and ensure the successful operation of enterprises in the conditions of the modern market.

The purpose of the article is the theoretical justification and development of scientific and methodological provisions and practical recommendations for the development of public-private partnership in order to ensure the modernization of the economy on an innovative basis. The methodological basis is the general and special methods: historical method; method of scientific abstraction (in order to generalize the conceptual foundations of the study); methods of analysis and synthesis - in the study of the structure of the innovation system in public-private partnership; induction and deduction (to study approaches to the definition of innovation in public-private partnership); method of comparison (in order to justify the application of foreign experience of innovation in public-private partnership in our country); methods of grouping and systematization (in order to classify, identify factors of innovation development, factors of formation of the national innovation system); statistical methods (in order to analyze the dynamics of innovation in the economy of Ukraine, trends in the formation of innovation infrastructure). The results of the study showed that most accurately reproduces the meaning of the concept of public-private partnership, when public relations are actively involved in the relationship with the private sector, emphasizing the public focus. However, in countries with economies in transition, where institutions of civil society are underdeveloped, the term "public-private partnership" is most often used. Since the initiator of the vast majority of public-private partnership projects, the main actor is the state. The problems of formation and development of public-private partnership are currently paid considerable attention in foreign studies. The world practice has accumulated considerable experience in the implementation of public-private partnership in various areas and spheres of activity. In many countries, public-private partnerships have proven effective in modernizing the economy and have long been a domestic policy priority. The practical significance of the results is that the provisions, conclusions and recommendations have a practical orientation and can be used to improve the efficiency of regulation of innovation processes in terms of public-private partnership. Value/originality. The peculiarity of the proposed definition is that public-private partnership is an effective tool of state regulation only if conditions of competition between private sector entities for the right to participate in a particular PPP project are created.