Iryna Voronenko

Information technology is becoming a basic tool for many industries, as well as creating an opportunity for direct active communication of all market participants, which significantly increases competition. As a result, customers have a very large selection of goods and services, fairly easy access to them, and significant price diversification. All this leads to new requirements for modern marketing. Modern marketing significantly changes not only the functions but also the approaches to business processes. A highly competitive environment requires companies to use a system of interconnected marketing tools using an integrated marketing approach. The paper is devoted to investigating advertising prices and advertising strategies of Google. The list of major Google products is analyzed. The relevance of advertising strategies to goals, ad placement, message creation, budget constraints, and ad delivery is determined. The difference in advertising prices in different countries has been studied. The cost per click analysis of European countries is carried out. Using the DEA model analyzed advertisement efficiency by VRS technology and input-oriented efficiency for European countries.

The article examines the nature of the relationship between environmental pollution and economic growth in Ukraine. An Data intelligence analysis of the dependence of pollutant emissions on GDP per capita and other factors of Ukraine's economy for the period from 1996 to 2018. The results of the econometric analysis confirm the theory of the Environmental Kuznets Curve. To prevent environmental and economic catastrophes, it is necessary to increase the gross regional product per capita, and this should be done by diversifying the economy, investing in clean production, and modernized equipment.

This paper aimed to explore IT innovations used in sustainable business models in the European single energy market. For this purpose, the academic literature and content analyses of organized marketplaces were performed. The results showed that end users are not always interested in changing the service and try to choose services/resources well known to them. At the same time, market operators see the need for radical change by introducing strategic innovations and digitizing energy markets. Sustainable e-government management models are typically sustained by IoT, blockchain, and smart grid management technologies.