Social marketing: imperatives for rural entrepreneurship

The article substantiates the idea that implementation of marketing paradigm in social sphere is taking on increasing importance order to address urgent issues Ukraine will undoubtedly face near future, addition its economic and political issues. What meant here concept marketing, whose dominant harmonious integration three elements: public interests, consumer needs, profit business entities. A new model entrepreneurship described from standpoint coherence solving challenges. advantages using technologies program as a strategic approach setting up running businesses rural areas are substantiated context their implication process addressing ensuring welfare. practical value study lies scientific substantiation need for benefits due possibility conceptualization function management, special activity entities, planned tool regulating market economy, policy tool. Further research aimed at development quantitative qualitative criteria evaluating effect programs, with further testing obtained results.