THE ROLE OF MARKETING IN AGRICULTURAL ENTERPRISE MANAGEMENT
DOI:
https://doi.org/10.31379/sed.2.2.2024.11Keywords:
management, marketing, agricultural marketing, agricultural enterpriseAbstract
The article presents an analysis of information on the role of marketing in shaping the effective activity of enterprises in the agrarian sector of the economy. The peculiarities of conducting a complex of marketing activities in agricultural enterprises are determined. It was determined that in the state economy, including in the agrarian sphere, there is an insignificant role of marketing, which is connected exclusively with measures to increase sales and maximize profit at the enterprise, there is no long-term planning.
The flexibility of producers to changes in the external environment and their quick response to market fluctuations, while applying innovations in parallel, will be able to provide competitive advantages to agriculture and reduce the impact of negative factors.
It has been confirmed that through the tools of marketing, there is an influence on the degree of risks of enterprises, on increasing their competitiveness and, in general, on the economic efficiency of their functioning. It was determined that for effective business management, it is advisable to use the latest tools: flexibility, maneuverability, situationality, social responsibility, Digital, etc.
JEL Classification: М3, М10.
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