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The article considers the development novation trends of e-commerce and social media marketing, it analyzes the use of marketing tools, examines the implementation of novation trends in Internet marketing to promote the enterprise in social networks. Systematization of literature sources on the research topic showed that the use of Internet marketing tools to promote their products and services is very effective. These Internet marketing tools are considered: SEO-optimization; e-mailing; advertising on social networks; contextual advertising; video marketing; intuitive marketing; marketing 3.0; analytical marketing. The main trends that dominate in the field of Internet marketing and social media marketing are identified and analyzed. They are: dynamic activation of mobile marketing, active use of web analysis, advertising in video format, influence marketing, email marketing, content marketing, Instagram promotion, Facebook, chatbots and messengers, personalization of business pages.

The article investigates the current state of development of the logistics services market in Ukraine. It is noted that the demand for qualified logistics services is growing, that, in turn, stimulates the development of the logistics market in Ukraine. It is determined that in 2018, according to the Logistics Performance Index, Ukraine ranks 66th among 160 countries in terms of the efficiency of the logistics system. The value of the national Logistics Performance Index tends to increase. It was 2.83 points in 2018, compared to 2.74 in 2016. The dynamics of freight traffic volumes in Ukraine in 2014-2018 is analyzed. A list of companies that providing logistics services in Ukraine has been formed. It was found that the main participants of the Ukrainian market that offer logistics services under the 3PL scheme are international companies, in particular, «KUEHNE & NAGEL», «Raben», «SCHENKER», «FM Logistic», «DHL», «Åkol logistics» and others with significant financial capabilities and long-standing relationships with transnational clients. Instead, most Ukrainian companies use 1PL and 2PL schemes when organizing logistics. A more advanced way of organizing logistics (3PL, 4PL) is used by a small number of Ukrainian enterprises, including «ZAMMLER», «UVK», «LOGISTIC-PLUS», «PAKLINE GROUP», «Denka Logistics», «Diad Logistic». The modern tendencies of development of the logistic services market are investigated.Among them: intensification of competition, falling of demand, reduction of transportation tariffs, falling profitability of carriers, shortage of middle and high class logistics complexes, insufficient speed of flow, insignificant level of integration of information and computing systems, low level of coordination of counterparties. Prospects for market development are identified. In particular: active development of operators offering logistics services under the 3PL and 4PL schemes, maintaining trends in mergers and acquisitions in the segments of the logistics services market. The main driving forces of the Ukrainian logistics market, which are able to increase its efficiency, are noted.

Digitization of social and economic processes increases the popularity of social networks and creates new opportunities for selling products in the digital environment. Targeting enables both large and small enterprises to promote their products, works and services, at the same time independently determine the main parameters of the target audience, time parameters of advertising show, set the budget of targeted advertising, manage its effectiveness. Therefore, the study of the functions and tools of targeting in the implementation of marketing communication policy is quite relevant, and the study of the process of setting up targeted advertising in the promotion of goods and services in a virtual environment is a perspective direction of scientific research. The main stages of setting up targeting, such as: creating an advertising "Campaign" (choosing a business goal in social networks); setting up "Advertisement groups" (creating a target audience, setting up a budget and show schedule, places for advertising); formation of "Advertisements" (creation of advertising creatives, text, links), are examined in the article. Targeting functions, such as creation and editing of advertising campaigns, advertisements and their groups; segmentation of the target audience; management of budgets of advertising campaigns, advertisements and their groups; increasing the effectiveness of advertising; identification of the most effective strategies; access to statistics in real time, are defined. The features of targeting tools in the implementation of marketing communication policy of the enterprise are analyzed. The process and stages of setting up targeted advertising are studied. The categories of targeting goals that a business can achieve in social networks are presented. The categories and types of targeting goals are systematized, and their role for business in the implementation of marketing communication policy in social networks is set. Also the features of the target audience segmentation factors while setting up targeting in Facebook Ads Manager were determined. The features of management of budgets of advertising campaigns, advertisements and their groups are presented. The recommendations on setting up targeting and improving the marketing communication policy of enterprises in social networks are offered in the article.

Проведено комплексне дослідження інтенсивності впливу зовнішнього маркетингового середовища на формування стратегічних напрямів підвищення конкурентоспроможності продукції молочного скотарства. Проаналізовано особливості розвит-ку молочного ринку Полтавської області та чоти-ри типи сценарію впливу PEST-факторів на вироб-ників молока. Відповідно до тенденцій розвитку регіонального молочного ринку, позиції господарс-тва та його цілей, сформовані стратегічні напря-ми підвищення конкурентоспроможності забезпе-чать стабільний розвиток молочного скотарства області. A comprehensive study of the intensity of external marketing environment on the formation of strategic directions for increasing the competitiveness of dairy farming production has been held. The peculiarities of the development of dairy market of Poltava region and four types of scenario of the impact of PEST-factors on milk producers have been analyzed. According to the trends of the regional dairy market development, the position of the economy and its goals, formed strategic directions of the increase of the competitiveness will ensure the stable development of dairy farming in the region.