Comparative analysis of marketing techniques in the Republic of Kazakhstan and Ukraine

Abstract

Marketing is the driving force of any business, and its implementation in the management process is necessary for the successful functioning of the company. Kazakhstan and Ukraine are countries where the flour-grinding industry holds one of the main positions in the production sector. The current situation in both countries requires a new approach and a rethinking of positions regarding the conduct of business in the flour-grinding industry. This article aims to characterize the current situation in the flour-grinding industry of Kazakhstan and Ukraine, assess the use of marketing tools in enterprises, and analyze the range of marketing techniques that are used by industry enterprises of these countries in their activities. The novelty of the study stems from the fact that no similar studies have been carried out in the scientific community of both countries, and there are only works devoted to the study of enterprise and industry marketing in individual countries. The study uses a significant number of different sources namely fundamental works in the field of marketing, narrow-profile research articles and dissertations, as well as statistical data.