Strategic Planning of Enterprises in the Marketing-Management Environment

Levkiv, Halyna; Podra, Olha; Melnyk, Nazar

doi:10.46299/isg.2022.mono.econ.3.4.4

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“…Дослідженням проблемних питань маркетингу в аграрній сфері займалися такі відомі вітчизняні і зарубіжні науковці, як: Г. Абрамова, Н. Андреєва, Р. Бренсон, І. Гончарук [17,19], С. Гончаров, Н. Греков, Г. Калетнік [17], Л. Карданова, Р. Коулз, А. Люкшинов, В. Саблук, В. Неганова, Д. Норвелл, О. Єранкін [2], Ю. Ципкін. Дослідження теоретико-методологічних основ маркетинг-менеджменту в аграрному секторі знайшло своє відображення у наукових працях В. Андрійчука, І. Артімонова, П. Березівського, М. Білика, Т. Дудара, Й. Завадського, В. Копитка, Г. Левків [1,11], М. Маліка, В. Месель-Веселяка, В. Полторака, П. Саблука, В. Ситника, О. Шпичака, В. Юрчишина та багатьох інших.…”

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Marketing Management in the Management System of Agricultural Enterprises

Logosha

PRONKO

2022

EFM

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The article carries out an epistemological analysis of the author's interpretations of the essence of marketing management according to the selected conceptual approaches, which has made it possible to establish that the set of interpretations of such a complex economic category is different, which depends on the main components of the system, which in a certain period of time form its influence on the activities of agricultural enterprises. The subject, purpose, tasks, functions and tasks of marketing management of agricultural enterprises are defined. The author’s definition of marketing management of agricultural enterprises is presented. It has been established that the application of marketing management at agricultural enterprises is related with the marketing research of agricultural market subjects, their analysis and response to changes in the internal and external environment of the functioning of enterprises. The marketing management system of an agricultural enterprise represents a wide range of marketing and management knowledge, in particular, product (service) development and advertising and promotion, sales and integrated marketing communications, planning, branding, budgeting and strategic management. In order to form an effective system of marketing management of an agricultural enterprise, it is necessary to understand the process of marketing management to achieve the defined goals. In accordance with the marketing management system, a study of the goals of the studied agricultural enterprises was carried out, which is an objective necessity under the changing conditions of the development of the agricultural market, which is determined by tough conditions of competition, dynamic changes in consumer tastes and preferences, and global innovation processes in the fields of agriculture.

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Marketing Management in the Management System of Agricultural Enterprises

Logosha

PRONKO

2022

EFM

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Strategic Planning of Enterprises in the Marketing-Management Environment

Cited by 1 publication

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Marketing Management in the Management System of Agricultural Enterprises

Marketing Management in the Management System of Agricultural Enterprises

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