Konovalenko A. Formation of the marketing mechanism for the organization of children's nutrition in establishments of general secondary education

The dissertation offers a substantiation of theoretical, methodological and practical provisions for the formation of a marketing mechanism for the organization of children's nutrition in general secondary education establishments. The role of marketing support in the system of meals organization at schools was determined. The theoretical bases for explication of the concept and functions of the marketing mechanism were developed. A conceptual vision of the state of children's nutrition as a changing and dynamic category, which ranges from the critical state to the optimal level, was proposed. The functional distinction in the mechanism of regulating the organization of children's nutrition at schools, the purpose of the institutional mechanism and marketing mechanism were substantiated. It was proposed to consider the category ‘marketing mechanism’ as a stable controlled system of interaction between marketing entities that use the appropriate levers and marketing tools in their chain reaction to achieve the target result. Methodological approaches to the study of food organization at secondary schools as well as marketing environment of canteens were substantiated.