MAIN DIRECTIONS OF MARKETING MANAGEMENT OF STRATEGIC DEVELOPMENT OF AGRICULTURAL ENTERPRISES

Abstract

The paper provides a broad overview of the current development of the agricultural sector, which is characterized by growing competition, dynamic changes in the market environment, instability in global food chains, and the increasing influence of technological innovations. It is determined that in the context of such multidimensional turbulence, agricultural enterprises need new approaches to ensure their competitiveness and long-term sustainability. At the same time, it is shown that the role of marketing management as a key mechanism for strategic development is growing, capable of combining market trend analysis, consumer orientation, and the use of digital technologies to form effective management decisions. It is shown how the effectiveness of sales and logistics creates the basis for a broader function of stakeholder relationship management, which covers consumers, suppliers, government institutions, local communities, and international organizations. Based on the systematization of scientific approaches, modern agribusiness practices, and the author's generalization, a classification of areas by functional orientation, level of management decisions, and type of innovation orientation is proposed. At the same time, it is noted that, based on digital infrastructure, a direction is being formed such as the development of sales channels and logistics partnerships that ensure the physical and communication movement of products to the end consumer. Supply chain management theory emphasizes that effective logistics is a component of marketing value and affects product availability, service level, and price competitiveness. It is noted that the established relationships with stakeholders become the basis for ensuring marketing flexibility and the ability to quickly respond to changes in the external environment, adapt communications, and promptly adjust market strategies. The advantages of classifying marketing management areas by functional orientation, level of management decisions, and type of innovation are to ensure the consistency, structure, and manageability of the enterprise's strategic development processes.