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The textbook "Marketing: World Experience and Ukrainian Dimension" is the second supplemented and revised edition, which reflects the collective author's approach to the methodology, theory and practice of marketing in Ukraine and the world . The uniqueness of the publication is determined by the fact that the fundamental course of marketing is revealed through the prism of modern patterns of global economic development, the peculiarities of the international business environment, and the specifics of Ukraine's economic development. For the first time, the textbook reveals the model and stages of formation of the theory and practice of marketing in Ukraine, which have absorbed progressive world experience and have their own unique specifics.

At the same time, the textbook includes all the materials that correspond to typical marketing curricula taught at leading universities in the world and Ukraine. The textbook discusses current trends in the development of marketing theory and practice, new modern author's concepts: innovative marketing, marketing risks, digital tools in marketing, the concept of reflexive marketing, the methodology of structured tabular analysis of the business environment (STABS analysis), the use of artificial intelligence in marketing, etc.

A special feature of the publication is that the tasks for the chapters that reflect modern interactive learning technologies are posted on the website of the Association of Marketers of Ukraine, which allows them to be quickly updated and adapted to the changes in the turbulent business environment.

The textbook is intended for the academic community, students, students of PhD programmes, researchers and practicing marketers.