Marketing in today's Ukraine.

The paper reports and analyses findings on how Ukrainian companies of different types of ownership adopted marketing concepts and organized their marketing activity during the transitional period from a command society to a market economy.

Marketing in today's Ukraine.

Irina AkimovaKharkov State Polytechnic University, Ukraine

Several years ago the Ukraine started its move to a market-led economy. The process of transition required fundamental economic, political and organizational restructuring. It pushed the managers to change their traditional priorities from the increasing of production volume to identifying the appropriate target markets and developing products and services that meet consumer needs. It involved the strong necessity for the business units to adopt and practise effective marketing.

However, the acceptance of marketing values and concepts is a gradual and contradictory process. The barriers to the adoption of marketing...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands