PECULIARITIES OF MARKETING ACTIVITIES OF PUBLISHING AND PRINTING ENTERPRISES IN THE REGIONS OF EU COUNTRIES: INTEGRATION OPPORTUNITIES FOR UKRAINE

Анотація

This study examines the marketing strategies employed by publishing and printing enterprises across the European Union and explores how these experiences can be adapted for the Ukrainian context. The analysis highlights several key drivers of marketing success in the EU, including cultural sensitivity, sustainable production, digital transformation, data-driven decision-making, and collaborative industry practices. By localizing content to resonate with various linguistic communities, adopting eco-friendly initiatives, and leveraging social media and analytics tools, EU-based companies have enhanced their global competitiveness. Policy support, such as grants and regulations that encourage cross-border literary exchange, further propels the sector’s growth and innovation. For Ukraine, these insights offer valuable lessons in crafting a modernized marketing framework. Emulating the EU model can help Ukrainian enterprises strengthen ties with both domestic and international audiences, diversify product offerings, and establish credibility in global markets. The study underscores the importance of cultural preservation, strategic alliances, and policy alignment, all of which can bolster Ukraine’s aspirations for deeper integration into the EU. Ultimately, by merging traditional strengths with evolving digital trends and sustainable practices, Ukraine’s publishing and printing industry can thrive, forging a path to greater competitiveness and enhanced global visibility.

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