ASSESSMENT OF THE IMPACT OF MARKETING 5.0 ON THE FINANCIAL AND ECONOMIC SECURITY OF AGRO-INDUSTRIAL ENTERPRISE

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Marketing 5.0 promotes greater transparency and environmental responsibility, which meets the modern requirements of consumers and regulators, ensuring the sustainable development of agro-industrial enterprises. We believe that in today's conditions, this is exactly what modern agribusiness needs. The purpose of the article is to propose an approach to assessing the effectiveness of financial and economic security management of an agro-industrial enterprise, taking into account the transition to marketing 5.0 standards. The object of the study is the financial and economic security management system of an agro-industrial enterprise. Determining the goal and object contributes to the formation of the task of the article, which is to explain in detail the author's approach to assessing the effectiveness of financial and economic security management of an agro-industrial enterprise, taking into account the transition to marketing 5.0 standards. As a result, based on the methodology of integral multi-criteria evaluation, a structural and functional model of analysis of assessments of the level of intensity of implementation of marketing 5.0 according to the dynamics of the market of agricultural products was proposed. An operating enterprise of the agro-industrial sector was selected to assess the level of intensity of implementation of marketing 5.0. A system of conditions for controlling the level of provision of safe marketing development of an enterprise of the agro-industrial sector and a system of conditions for controlling the level of provision of financial and economic security was formed, taking into account the activation of the principles of marketing 5.0. The proposed systems of control conditions are aimed at strengthening the control of the provision of effective strategic management of financial and economic security of an agro-industrial enterprise, taking into account the aspect of the role of marketing 5.0.