The study is devoted to the problem of trade integration of countries, in the context of globalization, the development of foreign trade is one of the main factors in the competitiveness of the national economy. Partnership with the EU is strategic for Ukraine. The aim of the study is to reveal the key characteristics and manifestations of the asymmetric development of trade integration of Ukraine and the EU and to identify priority areas of trade and economic cooperation. The object of the study is the process of trade integration of countries on the example of Ukraine with the EU. Methods, measures and tools of trade and economic cooperation between Ukraine and the EU in the context of integration are the subject of the study. The study is devoted to the characteristics of the partnership between Ukraine and the European Union in the context of the Deep and Comprehensive Free Trade Area (DCFTA), which came into force on September 1, 2017 and is part of the Association Agreement. The dynamics of indicators of Ukraine’s economy development and foreign trade sphere is quantitatively estimated. An analysis of relations between Ukraine and the EU was conducted and it was concluded that the EU is a priority partner of Ukraine, as on average 42% of Ukraine’s goods and services are exported to Europe in recent years. The existing asymmetries of trade and economic integration of Ukraine and the EU, which are manifested in technological disproportion, raw material exports from Ukraine and high-tech imports, a negative balance and the constant growth of the negative trade balance of Ukraine are pointed out. To assess the effectiveness of Ukraine’s trade policy measures in terms of the DCFTA, a gravity model was built, which allowed to state that bilateral trade between the EU and Ukraine is more elastic than the dynamics of economic growth of EU GDP and less elastic than the dynamics of Ukraine’s GDP. The study confirmed that the DCFTA between Ukraine and the EU has already significantly affected the growth of trade turnover between these countries. The main integration opportunities and threats of cooperation between Ukraine and the EU have been identified. The main tools of trade integration are highlighted and the priority goals of trade integration of countries are identified in our study of Ukraine and the EU.

The issue of bilateral trade integration as a result of the implementation of an in-depth and comprehensive free trade area between Ukraine and the EU, which enabled countries to move from partnership and cooperation to political association and economic integration, was revealed. The retrospective of the bilateral cooperation development and the main provisions of the fourth chapter "Trade and Trade-related Issues" are described. It was established that trade and economic relations within the framework of the implementation of the Free Trade Area with the EU create a number of advantages and threats. It is proved that the modernization of Ukraine's trade policy has become a consequence of trade integration, and its main dominants are defined: growth of commodity turnover between the countries and the growing share of European countries in the structure of Ukraine's foreign trade; reduction of import duties; improving market access conditions; harmonization of legislation; establishment of tariff quotas; substantial reduction of non-tariff barriers to trade; arrangements of countries to improve the operation of customs; harmonization of the technical regulation system; standardization, metrology, conformity assessment and market surveillance systems; sanitary and phytosanitary measures; strengthening of the protection of intellectual property rights. The forecasting and modeling of the foreign trade turnover between Ukraine and the EU in goods in general, and in goods of the agro-industrial complex in particular, based on the use of a gravity model has been carried out. A positive growth in turnover due to the implementation of the DCFTA between Ukraine and the EU was projected. It has been determined that the scenario is more optimistic for the goods of the agro-industrial complex, which is explained by the domination of trade preferences for this industry. The growth of the dependence of Ukraine's economic growth on exports is substantiated. KEYWORDS. Trade integration, trade policy, free trade zone, Association Agreement between Ukraine and the EU, the DCFTA, Ukraine, the EU.

Purpose. To substantiate the theoretical principles and practical recommendations regarding the formation of the strategy of enterprises entering the market of data integration services in the conditions of Industry 4.0. Methodology. Research methods based on the principle of the unity of theory and practice were used in the research process, including: the historical-logical method (to study the evolution of market development and its trends); the analytical-statistical one (to determine the dynamics of market volumes); SWOT-matrix method analysis and DROC-analysis (to study the global market development of data integration services and to determine the company’s development scenarios in the market in the conditions of Industry 4.0); correlation-regression analysis (to study the dependence of marketing costs on net income of IT market leaders); taxonomic analysis (to systematize strategies used by market players under different conditions); qualitative research method (expert interview to analyze the state of the market and identify trends in its development). Findings. The state, conjuncture, key trends and drivers of the development of the data integration services market were comprehensively investigated, and the impact of Industry 4.0 was analyzed. The strategies of the leading players and possible scenarios for the development of companies on the market are determined. Originality. Empirical and theoretical research allowed us to propose directions for the implementation of digital-marketing technologies for enterprises to enter new b2b markets and to substantiate their strategies for entering the market of data integration services; in addition, to take into account the prospects for the development of this market in the post-war development of Ukraine. Practical value. The research results can be helpful to state authorities and researchers, applied in the functional activities of IT enterprises, namely, conclusions regarding the specifics and prospects for the development of the market of data integration services, its drivers, and their development strategies in turbulent times and the Fourth Industrial Revolution, directions for the implementation of technologies digital-marketing for entering new b2b markets, strategies and tactics for entering the data integration services market, in particular, when researching the global data integration services market and developing hybrid entry strategies.

Introduction. The dynamic development of trade and integration processes, their expansion and deepening necessitate the identification of key dominants of this process and the factors that influenced their formation and development. The purpose of the study is to determine the modern dominants of the development of international trade integration and to identify the factors of their formation. Results. The article identifies and substantiates the key dominants of international trade integration, namely: transgeographic spatial localization, which is manifested in the emergence of international trade integration at the interregional and sometimes intercontinental level; trade liberalization, which takes place at both the global and regional levels and is manifested in the reduction of tariffs, removal of non-tariff barriers and the growth of the total number of regional trade agreements; multilevel trade integration - modern integration processes cover not only countries, subregions and regions, but also corporations, small and medium enterprises through their inclusion in global value chains; multilevel implementation of trade integration processes requires the formation of a multilevel regulatory system. The dynamics of the share of exports of interregional and intercontinental trade and integration associations in world exports of goods and services is analyzed. The determining factors of the dominants of international trade integration are singled out and classified. It is determined that economic factors, to a greater extent, affect trade liberalization and multilevel integration processes. Conclusions. Integration processes are an integral part of modern global economic development. They are developing quite dynamically at all levels. Among the modern dominants, it is necessary to single out transgeographic spatial localization, trade liberalization, multilevel trade integration, formation of a multilevel system of regulation. However, it should be added that in a turbulent economic environment, which can generate or transform modern factors, there is a transformation of the dominants of international trade integration. Keywords: international trade integration, trade liberalization, multilevel international trade integration, regional trade agreements, integration associations.

The spread of global marketing communications in the context of business management is caused by the need of companies to adjust strategies to the technological era of digitalization. As a result, international enterprises promote the use of their products and services in different countries with the help of communicational instruments, including advertising, social media networks, electronic mail, and others. The use of these digital instruments helps to minimize meaningless marketing activity and concentrate only on the methods that can potentially increase the profits of global companies. The research focuses on the review of theoretical literature about the importance of marketing communications and defines the practical aspects of the use of communicational instruments that can work simultaneously in different locations due to the correct choice of channels. The purpose of the article lies in the analysis of ties between global marketing communications and the consistent progress of reputation of the brand caused by the combination of social media publications, advertising, public relations, and promotion. The primary research question of the article focuses on answering how international businesses can use global marketing communications for the aim of building positive images of these companies. Another secondary research question defines what is the role of globalization in the choice of possible methods of control that can be used to organize the management of marketing communications during various branding campaigns. The hypothesis of the article deals with the fact that modern companies can achieve visible progress in chosen areas of business activity if they follow the guidelines of effective management of global marketing strategy that include the accuracy in defining preferable channels for reaching their audience, the understanding of the population that forms the number of potential customers, the implementation of technological equipment for the further development, and the rational division of financial resources of marketing departments.