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  APPLICABLE ASPECTS OF CUSTOMER-CENTERED BUSINESS MODELS

  The present study outlines contemporary customer-centered approach methods of business management. The nature, benefits and opportunities applying to the concepts Customer Lifetime Value, Customer Equity and Customer Engagement are thoroughly examined. The purpose of this paper is on the basis of the review of the existing customer-centered ... The present study outlines contemporary customer-centered approach methods of business management. The nature, benefits and opportunities applying to the concepts Customer Lifetime Value, Customer Equity and Customer Engagement are thoroughly examined. The purpose of this paper is on the basis of the review of the existing customer-centered business models, opportunities of their execution to be deduced. Based on the indicated strengths and weaknesses, an author’s customer-oriented model for maintenance of the relationship with the customers has been developed, the idea of which is to integrate and overcome the disadvantages of the models that have been reviewed.

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  STUDY OF DETERMINANTS OF ENTREPRENEURIAL INTENTIONS OF STUDENTS IN THE BUSINESS MAJORS AT THE NATIONAL UNIVERSITY OF LIFE AND ENVIRONMENTAL SCIENCES OF UKRAINE

  Entrepreneurship is a leading economic force that drives the development of modern society. The well-being of nations depends largely on current and future entrepreneurial activities. Students can be seen as potential future entrepreneurs. It is therefore very important to explore their intentions for entrepreneurial activity. In this respect, ... Entrepreneurship is a leading economic force that drives the development of modern society. The well-being of nations depends largely on current and future entrepreneurial activities. Students can be seen as potential future entrepreneurs. It is therefore very important to explore their intentions for entrepreneurial activity. In this respect, universities play a very important role in creating and developing entrepreneurial thinking among students. The research encompasses a sample of students trained in the business majors of the National University of Life and Environmental Sciences of Ukraine - Kiev. The objective of the study is to explore the factors that influence the entrepreneurial intentions of students in business studies at the National University of Life and Environmental Sciences of Ukraine - Kiev. The following research tasks are set to achieve the main objective: - to analyze the demographic data of the sample surveyed; - to analyze the students' intentions for career development; - to analyze the impact of primary determinants according to the Theory of Planned Be-haviour on entrepreneurial intentions of students; - to analyze the influence of the secondary determinants according to the Theory of Planned Behaviour on entrepreneurial intentions of students; The study is based on the Theory of Planned Behaviour. The main thesis of the study is as follows: Students' entrepreneurial intentions are the result of the impact of two sets of factors. The first group includes key career choice factors such as attitudes, subjective norms, and perceived behavioural control. The second group covers context factors such as the university context, the family context, personal motives, and the social/cultural context.

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  PUBLIC RELATIONS AND THEIR ROLE IN COMMUNICATION POLICY OF ORGANISATIONS

  Theoreticians and practicians have been constantly trying to formulate the most precise definition, which explains and justifies the concept of “public relations”. It undoubtedly relates to communication management so that good interconnection and mutual understanding between an organisation and its audiences can be built. The establishment of the ... Theoreticians and practicians have been constantly trying to formulate the most precise definition, which explains and justifies the concept of “public relations”. It undoubtedly relates to communication management so that good interconnection and mutual understanding between an organisation and its audiences can be built. The establishment of the “PR” system is a complex process, through which optimal publicity of an organisation’s activities is achieved. It improves its prestige, which is the guarantee for maintaining a favourable image among the general public.The thesis that the author justifies, is that public relations help harmonize the interests between an organisation and various groups of the society in order to maintain a constant two-way connection with the consumers, choose the right response to crisis situations, to achieve transparency and publicity of their actions in business. The aim of the study is to analyze and interpret public opinion, attitude and any other issues related to the studied structures and to present marketing tools for approving their positioning to the public. The main tasks are focused on analyzing public relations; defining the practical aspects and main activities of public relations specialists; presenting the duties of PR specialists and the PR activities performed in an industrial enterprise and in a public institution; defining the main tools of the public relations marketing which are used in both studied structures.