PROSPECTS FOR DEVELOPING THE MARKETING BUSINESS CONSULTING INDUSTRY IN UKRAINE

The study of prospects for the development of marketing business consulting in Ukraine is necessary to complement the theoretical and methodological foundations of the analysis of this activity, and to help consulting firms that are working out a strategy for long-term development. The aim of the article is to reveal the prospects of marketing business consulting in Ukraine, taking into account global trends and the specifics of our country. It is noted that marketing business consulting in our state requires increasing the volume and expanding the range of services. The number of companies providing these services should also be increased. It is shown that the implementation in Ukraine of Western experience in the organization of marketing consulting is hindered by the prevalence of non-market competitive advantages and numerous cases of influence of non-market factors on the purchase and sale of goods and services. It is concluded that to overcome these obstacles to the normal development of marketing business consulting, an effective fight against corruption is necessary. In addition to the long-term task – the development of the entire sphere of marketing business consulting on the model of developed countries – medium-term prospects are considered, which are associated with the development of marketing of digital virtual values and environmental marketing. It is justified that marketing consulting for cryptocurrencies and digital objects with non-interchangeable tokens should be considered a promising direction. Revealed the main directions of development of these components of consulting. It is shown that a rather interesting direction is consulting on marketing of gaming virtual assets. The prospects of its development are highlighted. It is noted that consulting on the problems of environmental marketing is advisable to develop, firstly, in the direction of developing products, the production and consumption of which is less harmful to the environment and consumers; secondly, in the direction of the use of environmental products as an external competitive advantage. Features of formation of this type of consulting in Ukraine are disclosed. The problems and challenges that need to be addressed to develop environmental marketing consulting are highlighted.