STRATEGIC PRIORITIES OF MARKETING SUPPORT FOR WASTE-FREE AGRICULTURAL PRODUCTION IN AGRARIAN ENTERPRISES

Abstract

The purpose of this article is to summarize scientific approaches to interpreting the essence of the concept of "marketing support" and to substantiate the theoretical foundations and applied aspects of marketing support for waste-free production of agricultural products in agricultural enterprises.

The scientific novelty of the study lies in identifying two approaches to defining "marketing support." The first approach considers marketing support as a set of measures aimed at creating the necessary conditions for the successful implementation of a particular type of activity. This approach is based on applying marketing principles as a business philosophy and utilizing marketing tools to achieve an enterprise’s strategic goals.

The second approach emphasizes the need to establish conditions for implementing marketing as a distinct activity or management function. In this context, it is crucial to define a specific set of actions and measures that should primarily be carried out by managers, with the involvement of marketing specialists to gain a deeper understanding of market needs.

This article identifies the key components of marketing support for waste-free production of agricultural products in agricultural enterprises and outlines the goals it helps achieve.

Conclusions and prospects for further research. Marketing support for waste-free production of agricultural products in agricultural enterprises should be understood as a set of measures, processes, and tools aimed at effectively planning, organizing, and implementing marketing activities. It involves creating conditions to achieve marketing goals such as increasing demand, developing a brand, improving customer communication, and maintaining a competitive market position.

The main components of marketing support include analytical, planning, organizational, and control functions, as well as marketing tools and resource provision.

Future research should focus on developing scientific and applied foundations for the formation and implementation of marketing strategies by domestic agricultural enterprises to ensure the sustainable development of the industry and the national economy.