Abstract. Introduction. The advantages of digital marketing include better audience coverage, the ability to collect clear and detailed data, flexible approach, interactivity, lack of territorial restrictions in the implementation of marketing ideas, easy access to resources, real-time marketing management. Purpose. The purpose of the study is to substantiate and develop theoretical and practical principles of using digital marketing tools to improve business efficiency. Results. Based on the analysis of the definitions of "digital marketing", our own definition is proposed: it is the marketing of goods and services through digital channels and tools in virtual and real environments for effective interaction with existing and potential consumers. The main trends in digital marketing include the growing popularity of video content, social networks and messengers such as promotion channels, multi-channel marketing, working with "big data", mobile content and more. Based on the review of trends in educational content and requests of the generation of "millennials" for information, it was found that the medical center "Gold Clinic" should develop its digital information platforms in the direction of filling with relevant content, providing different formats of content, providing it in real time time. Conclusions. Gold Clinic lags behind in terms of number of views, number of pages viewed and time spent on the site, as well as in terms of visibility on the Internet. Therefore, now content marketing and search engine optimization should become strategic priorities to improve the efficiency of digital marketing of the enterprise. Thus, in order to personalize the content for clients of the Gold Clinic, it is advisable to use modern technologies such as artificial intelligence, machine learning, decisionmaking based on the analysis of "big data", augmented reality and more.

The purpose of the article is to study the essence of the marketing management of the enterprise and the formation of its management system in order to ensure the sustainable functioning of the enterprise in the market. It is noted that the successful functioning of the enterprise in the modern market in the conditions of growing competition, the development of technologies depends on the use of marketing tools in activities that will contribute to the development and adaptation of the enterprise to volatile market conditions. Marketing management is considered as an innovative approach to enterprise management, allowing to achieve optimal economic performance and positive social effect at the same time, coordinating the different interests of owners, managers, employees, partners, consumers, and society. The application of an integrated approach to marketing management is substantiated, namely: the need to form a marketing management system in an enterprise with a significant number of interrelated structural components that differ in their goals, act autonomously, while integrating management functions and aiming at achieving a single goal – ensuring the stability of all areas of the enterprise in modern market conditions and transforming consumer needs into enterprise revenues. It is proposed, taking into account the provisions of the general theory of systems and management theory, to consider the marketing management system as a cybernetic system capable of transforming information. It is further noted that the marketing management system of an enterprise is an open system that is subject to the influence of the marketing environment, where the components are macro- and microenvironment. It is proved that the factors of the external (macro-) environment form the impact on marketing programs and on the marketing activities of enterprise, and the factors of the internal (micro) environment determine the marketing activity of the enterprise. Objective tendencies in the development of the marketing environment are defined. The model of the marketing management system as a logical-structural scheme is proposed, on the basis of which the algorithm for optimization and management of marketing activities is provided, where the interrelations and relationships of elements (in accordance with the functions of marketing management) are presented.

The article is aimed at studying managerial consulting as a business and an effective method of sales and profitability of a firm, considering the importance of consulting in the passenger car market. The difference between the terms «managerial consulting» and «consulting» is considered. The characteristic features of managerial consulting for enterprises are identified. Consulting is considered on the example of passenger car sales and their growth rates during 2018–2022. The article describes what problems specialists and companies face in their work. It is found which brands of cars and in what quantity were sold during the specified years. It was further considered which car brands were sold the most, especially for such public structures as the National Police of Ukraine, the Security Service of Ukraine, the Ministry of Justice of Ukraine, the State Forest Resources Agency of Ukraine, the State Bureau of Investigation of Ukraine, and the Foreign Intelligence Service of Ukraine, also purchase of cars by the aforementioned agencies in the terms of quantity and amount. The article analyzes which car brands according to Prozorro are among the five most popular in sales among government bodies. The article allocates the factors (political, economic, social, technological, ecological, etc.) to influence the managerial consulting and what exactly can influence a decision to buy a passenger car. The article describes what functions a consultant should perform in his work, and what skills in psychology the consultant should have a good command of. The prospects of development of managerial consulting in the future are allocated, taking into account the current trends.

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Аналіз сучасного стану страхового ринку України Анотація. У даній статті проаналізовано стан національного страхового ринку України, розглянуто теоретичні основи ринку. Визначено сутність страхового ринку України, досліджено особливості його функціонування. Виконано структурний та динамічний аналіз основних показників страхового ринку за останні два роки. Розглянуто розповсюджені види страхування та проведено аналіз ключових елементів ринку за останні роки. Установлено проблеми розвитку страхового ринку України та запропоновано шляхи розв'язання цих проблем. Також були поставлені та виконані наступні задачі: розглянути соціально-економічну сутність страхового рину; розглянути проблеми та перспективи розвитку на страхового ринку. Отримано результати, у яких висвітлено напрями покращення роботи на страхового ринку. Ключові слова: страховий ринок; структура страхового ринку; види страхування.