ОСОБЛИВОСТІ ВПРОВАДЖЕННЯ ІННОВАЦІЙНОГО МАРКЕТИНГУ В АГРОБІЗНЕСІ

Abstract

The purpose of the article is to define and substantiate the main determinants and features of innovative marketing implementation in agribusiness. The results of activities, measured by profit, are influenced by the innovative marketing of the enterprise. Innovative marketing allows the company to offer cheaper and better quality products. The determinants of innovative marketing in agribusiness are compared. The study showed that there are differences in the determinants of innovative marketing between agribusiness and other sectors of the economy. In addition, there are differences in organizational, process and innovation in the field of agribusiness. The results indicate the need for further study of innovative marketing and its relationship with other innovations, taking into account different sectors of the economy and territories. Business strategies and government programs that promote innovation must take into account the differences between types of innovation. Innovations as a subject of marketing theory are analyzed; special emphasis is placed on agribusiness. The organization of marketing is crucial for successful marketing. A special organizational characteristic of the sale of agricultural products and food products is that marketing often covers the entire chain of agricultural production from producer to final consumer. This article deals with the introduction of innovative marketing in agribusiness. She pays special attention to the organization of innovative marketing in agricultural enterprises. The organization of marketing in agricultural enterprises is very specific due to the relationship between production and natural factors. Although this article was written on a conceptual level, it provides a realistic picture of the actual trends that emerge in the organization of innovative marketing in agribusiness. The article considers some general characteristics, presents the organization of marketing and the factors influencing innovations in agribusiness. Important changes that have taken place in agricultural markets and the resulting market strategies are also discussed in the article.