ASPECTS OF VALUES MARKETING IN THE CONTEXT OF CLASSIFICATION ACTIONS BEFORE THE FORMATION AND ASSESSMENT OF HUMAN CAPITAL
Authors:   National University of Life and Environmental Scienсes of Ukraine, Golovnina Olena , Galtsova Olga ,   Сlassical Private University, Kovshova Iryna ,   National University "Kyiv-Mohyla Academy", Grydzhuk Iryna ,   National University "Kyiv-Mohyla Academy"
Published: September 2023

Of the marketing of values combines’ individual and public interests is based on the study of structural components of human capital as a source of their origin and formation of systems of needs and features of market demand. The analysis of the terminology of the concept of the "marketing of values" and the study of its structure proved that there is no single generally accepted definition; there is no specification of the content and a single general approach to its structure. The formation of the marketing of values takes place in accordance with the defined object, subject, requirements, which are put forward by the project orientation of the development of human capital. During the formation of the marketing of values, a complex of directions represented by innovative marketing, ecological marketing, aesthetic marketing, socio-ethical marketing, and integrated marketing was identified in the research process. They are implemented because of holistic and integrated marketing. In socio-ethical marketing as a component of value marketing, such directions as: innovation marketing, relationship marketing, socially responsible marketing, social marketing and ethical marketing are highlighted. Managing the development of human capital under the influence of value marketing measures, establishing the nature of interdependencies and the dynamics of changes requires the specification of needs in terms of the structure of human capital, the justification of the directions and parameters of the marketing of values, the system of evaluating human capital and of the marketing of values, methods of assessing their mutual influences. The marketing of values complex is represented by quantitative estimates, and first of all, the quantity of goods and price. Modeling of changes in the components of human capital under the influence of the marketing complex is based on consideration of the interpretation of the marketing of values, human capital and methodical approaches to assessment. Quantitative assessment of human capital and its structural elements provides an opportunity to determine and evaluate the main directions and components of the marketing of values during project modeling. Marketing of values, considered as a factor influencing the development of human capital and increasing the level of well-being of an economic entity, is focused on the elements of the structure of human capital, which provides an opportunity to carry out combinatorial modeling by types of markets, by the level of management and entrepreneurship, by the resulting effect at the level of the formation of the marketing of values for different levels of potential consumers. The considered interpretations, structure and methods of human capital assessment create a basis for their further use in variant modeling of the marketing of values, design and effectiveness of measures to influence the development of human capital.