Introduction. Features of international marketing are determined by the specific environment in which it is implemented. First of all, it is necessary to take into account the attitude of the national government to foreign economic activity. It can create favorable conditions for carrying out foreign economic activities. Conversely, the government may be uninterested in the entry of its individual firms into the foreign market, and may create all sorts of obstacles along the way. Marketing in general and international marketing today is characterized by the rapid aging of ideas and concepts caused by the changing market situation. And the company management system is inertial: the marketing strategies, methods and techniques used yesterday are still in use today. Therefore, it is useful to involve third parties to conduct a marketing audit, which allows you to take a fresh look at the usual circumstances and conditions, bring in new ideas and open up new opportunities.The hypothesis. It is assumed that the processes of globalization have a significant impact not only on the development of international marketing, but also on marketing audit, which in turn allows to determine the features of international marketing.The aim of the article is a study of the essence of international marketing and marketing audit, presents their main characteristics and principles of interaction in modern business conditions.The research methodology: method of systematic analysis and logical generalization – for implementation of directions of development of international marketing; substrate approach – to justify and systematize the features of international marketing and marketing audit.Results: Features of international marketing and marketing audit are substantiated, it allows to evaluate the activity of the enterprise in the sphere of marketing and international marketing, to compare the obtained data on the marketing activity of the enterprise in the domestic and foreign markets with the approach to the marketing of direct competitors, to develop recommendations for increasing the efficiency of marketing division , on the use of modern marketing tools and features of international marketing and to determine the algorithm their implementation to meet the new requirements of the market and the competitive situation, to evaluate the effectiveness of existing staff of marketing, make personnel decisions, identify qualitative and quantitative needs for staff.Conclusions: the question of conducting a marketing audit in today's conditions of functioning of enterprises is of the highest priority. Its need is to determine the effectiveness of existing management methods, as well as to develop new approaches to creating a complex marketing within the enterprise strategy, which operates in the context of European integration and globalization processes.

The article raises the problem of philosophical principles and origins of the views of F. de Saussure, namely sociological psychologism in his methodology. The F. de Saussure's autographed materials which appeared in 2002 made it possible to reassess not only the theoretical provisions of the concept of F. de Saussure, but also the problem of philosophical origins of psychological sociologism in the methodology of F. de Saussure. The myth about E. Durkheim as the F. de Saussure's inspirer is firmly rooted in linguistics. The results of the research showed an obvious similarity between the theories of F. de Saussure and G. Tarde. For G. Tarde, society is a vital function of a particular person and a derivative of the experiences of particular people, but for F. de Saussure, the object of linguistics is the socialized linguistic activity of particular people, their informational coexistence with the help of language as a means and speech as a tool, i.e., language and speech are functions of language activity and derivatives of interactions of specific people. G. Tarde was inclined to understand the evolution of sociality as an experiential and purposeful development of interpersonal relations, as a result of which individuals have social functions. F. de Saussure has such an idea hidden in the assertion that all innovations do not come from the language system itself, they are not a priori laid down there, language does not develop by itself and for itself, it is not a priori determined by objective laws of self-development, but it depends on the joint realization of language activity by people (langage), and more specifically – they appear in human speech, i.e. language interaction (discours) and acts of speech will of individuals – language acts, statements (parole). Both G. Tarde and F. de Saussure see the analogy between language and other social institutions, traditions and customs, in particular. At the same time, F. de Saussure warns against unambiguous identification of the nature of these "social facts", because, in contrast to the ritual by their nature religion, morality or traditions, language is a living means of semiological and mental interaction of people.

У статті досліджено питання просування бренда підприємства в соціальних мережах. Основна мета брендингу – задовольняти клієнтів, щоб більше людей купували більше товарів протягом довшого часу за вищою ціною. Бренд – частина екосистема, кожен клієнти якої  робить свій внесок, натомість отримуючи користь від вашого продукту чи послуги. Клієнти взаємодіють із брендом у певних точках дотику. Брендинг є невід'ємним компонентом вибудовування довгострокових відносин між фірмою і клієнтом.  Бренд є плодом цього процесу.  Він асоціюється у свідомості клієнтів і споживачів з цією фірмою.  Всі позитивні сторони відображаються в цьому бренді. Бренд, торгова марка або маркетингове рішення для тієї, чи іншої компанії означає якість, впізнаваність та зарекомендованність.  А з боку клієнтів визначається як гарант якості. Торгова марка відображає всі основні моменти, ідею та вичерпує всі питання стосовно професіоналізму пропонованих ними послуг, товарів або устаткування.  Бренд повинен відображати головні цінності споживачів та, безпосередньо, самої фірми.  Аби споживач мав змогу завжди зробити правильний вибір. Тому, важливим завданням має бути визначення таких точок і впливу на те, що в них відображається. Лояльність клієнтів не можливо запрограмувати. Усе починається з лояльності компанії до клієнтів, а не навпаки. Лояльність стає взаємною тільки після того, як клієнти починають відчувати, що компанія заслуговує на лояльність у відповідь. Коли компанії потрібно вирватись з ринку, що занепадає, опанувати новий, слід скористатися принципом двоступеневої моделі бренду. Компанія використовує перший перший ступінь – наявний бренд – для запуску другого ступеня – нового бренда. “Закон Воргола” нерозривно пов’язаний із великим прискоренням, адже  постійні зміни вимагають постійних новинок. Ринок рухається швидше за будь-яку окрему компанію. Саме тому, можемо сміливо заявити, що розробка  бренда – це цілісна система, яка складається з інакшості, співпраці, інновацій і розвитку. У комплексі вони забезпечують надійні конкурентні переваги бренда.

The article explores the Ukrainian market of commercial real estate in the IT segment. It is emphasized that wide implementation of information technology in all spheres of business and daily life contributes to rapid growth of the number of IT-companies and programmers in Ukraine in recent years. It is argued that the effective functioning of the IT segment depends on a range of factors, in particular, availability of comfortable, functional and technological office in which it operates. On the Ukrainian market, the IT segment is a leader in the demand for office real estate and is actively implementing innovations in office space. According to JLL analysts, in 2017 about 50% of demands in the segment of office real estate were formed by IT companies, which increases their attractiveness for landlords as potential tenants. In addition, IT companies sign long-term lease agreements and are proved to be steady payers. The relevance for studying the preferences of IT-companies in the choice of real estate is reinforced by their high requirements to a particular real estate object, since for employees of such companies their office is more than just a workplace, it is often perceived as home (flexible working hours, 24/7). In large IT companies, a critical competitive advantage for attracting highly skilled personnel is not only wages but also comfortable and functional office. It is proved that effective development of modern office real estate market is impossible without the use of an integrated marketing approach in which this market is considered a joint mutually beneficial domain for tenants and lessors and which assumes their cooperation as full partners to establish and maintain long-term business relationships. The research findings prove that the modern marketing approach promotes optimal organization of office space for a landlord and offers a good opportunity for a tenant to build a long-term lease agreement with a reliable and stable partner.

Olena Afanasieva, Oleksii Basmanov, Serhii Novikov FORMATION OF THE CONCEPT OF CRITICAL INFRASTRUCTURE OBJECTS TAKING INTO ACCOUNT THE FEATURES OF POTENTIALLY DANGEROUS OBJECTS OF UKRAINE The paper identifies the main provisions of the methodological apparatus of civil protection in relation to the paradigm - the object of critical infrastructure, taking into account the characteristics of potentially dangerous objects and the regulatory framework of Ukraine. The nature of the origin of the paradigm "object of critical infrastructure" is considered. Global trends in the formation of the paradigm of "critical infrastructure object" in the context of solving problems of civil protection are identified. The existing domestic legislative basis for the formation of a modern type of paradigm "critical infrastructure object" in the context of solving problems of civil protection is analyzed. The latter made it possible to determine the following - to date, and in the European Union has formed a definition of critical infrastructure, which includes physical objects, resources, services and information technology, networks and other infrastructure assets, violation or destruction of which leads to serious consequences for the health, safety and economic well-being of citizens and to the disruption of the effective functioning of government. Ukraine has passed and is in force laws that to some extent provide for measures to prevent emergencies caused by accidents and catastrophes at protected potentially dangerous facilities, the consequences of which can lead to infection, disease and death. Therefore, as a definition of critical infrastructure in the work, it is proposed to identify a set of enterprises, networks, systems, failure or disruption of which can cause loss of management and cause serious damage at the national, regional or local level. It includes nuclear and hydroelectric power plants, chemical and petrochemical plants, metallurgical plants and many other state-owned enterprises and private strategic institutions, which are not only protected, but also have special organizational and technical systems of physical protection. At the next stage of the work, the authors plan to join the development of the State system of critical infrastructure protection, which should include: creation of a state system of critical infrastructure protection; to determine the state structure responsible for the coordination of activities for the protection of critical infrastructure; to form the basis of public-private partnership and resource provision in the field of critical infrastructure protection; to promote the development of international cooperation in the field of critical infrastructure protection. Key words: emergency situation, object of critical infrastructure, civil protection, normative-legal basis