THEORETICAL AND METHODOLOGICAL APPROACHES TO DEFINING THE ESSENCE OF MARKETING STRATEGIES FOR THE DEVELOPMENT OF AGRIBUSINESS
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Abstract
The article is devoted to studying theoretical and methodological approaches to defining the essence of marketing strategies for the development of agribusiness. The paper analyzes the approaches of prominent scholars and practitioners in the field of agricultural business and investigates the peculiarities of forming and implementing marketing strategies in agribusiness to increase the competitiveness of enterprises. Innovative approaches to using the potential of the agricultural sector, strategic planning, and market orientation as success factors in the development of agribusiness are also considered. The research results can be useful for agribusiness managers, researchers, and students studying the economics of the agricultural sector and marketing.
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