ORGANIZATIONAL AND ECONOMIC PRINCIPLES OF STRATEGIC MARKETING AND MARKETING COMMUNICATIONS MANAGEMENT OF AGRI-FOOD ENTERPRISES IN THE CONDITIONS OF SUSTAINABLE DEVELOPMENT

Abstract

The organizational and economic principles of strategic marketing and marketing communications management of agri-food enterprises in the context of sustainable development have been studied. It has been established that modern agrarian business operates under the influence of a complex of interrelated challenges, including the imperfection of the marketing infrastructure of the agri-food market, the insufficient level of development of marketing systems of enterprises, the complexity of determining the needs and preferences of consumers, the digital transformation of business processes, as well as the insufficient efficiency of interaction between market entities. The consequence of these factors is an imbalance in the sphere of commodity exchange, a decrease in the effectiveness of marketing activities, and limitations on the ability to ensure the competitiveness of agri-food enterprises. It is substantiated that under modern conditions, the key prerequisite for the sustainable development of enterprises is the implementation of strategic marketing, focused on comprehensive market research, assessment of sales and production potential, the formation of long-term competitive advantages, and effective management of marketing communications. It is determined that strategic marketing coordinates the activities of all structural divisions of the enterprise through marketing strategies and programs aimed at creating consumer value, meeting the needs of target market segments, and strengthening the enterprise's market position.

It is established that effective management of marketing activities of agri-food enterprises should take into account industry-specific factors arising from the dependence of production on natural and climatic conditions, the biological nature of production processes, seasonality of production, time gaps between production and product sales, as well as limited shelf life. These features determine the need to use adaptive marketing strategies, integrated marketing communications, and modern digital tools to interact with consumers.

It is generally accepted that strategic marketing serves an integrating function in the enterprise management system, providing an informational and analytical basis for strategic planning, adapting activities to changes in the external environment, and forming long-term competitive advantages. It has been proven that effective marketing communications management is a key factor in enhancing the effectiveness of marketing activities, strengthening enterprises' competitive positions, forming long-term relationships with consumers, and ensuring their sustainable development. It is determined that integrating strategic marketing tools with the marketing communications management system creates organizational and economic prerequisites for increasing competitiveness and achieving the strategic development goals of agri-food enterprises.