Maryna Nehrey

The condition of the hotel's competitiveness is a strong brand. The introduction of digital marketing in the strategy of hotel branding creates new opportunities for hotels when interacting with guests through digital channels. The purpose of this study is to develop theoretical and practical measures to improve the effectiveness of marketing strategies in hotel branding using digital tools. To achieve the goal of the study was conducted research on targeted branding some of the largest hotel chains. The results of the analysis showed that in the process of branding at each stage the corresponding goals have achieved by means of advertising, marketing, public relations management, personnel selection, corporate culture.This study substantiates the main tools of the strategy of the Digital Marketing and Sales. The brands need to constantly monitor changes in market positions and audience sentiment using all the features and channels. The priorities should be implemented by performing key tasks, in particular such astimely measurements as far as brand experience has a positive effect on customer satisfaction and loyalty.

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.

The article examines the multiaspected problem of ensuring economic security. An analysis of challenges and threats to Ukraine's economic security during 2010-2019. Strategic goals of economic security have been set. The study of the relationship between public debt, foreign direct investment, and economic growth allows assessing the characteristics of economic security. A system of structural equations is proposed to study the relationship between GDP, public debt, and foreign direct investment. The result of economic security, which can be achieved by achieving the goal, can be considered increased resilience to internal and external factors.

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.