DEVELOPMENT OF MARKETING ON THE AGRICULTURAL PRODUCTS MARKET IN THE CONDITIONS OF EUROPEAN INTEGRATION
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Abstract
Introduction. The development of marketing in the agricultural market of Ukraine takes place in the context of deepening European integration processes and consistent preparation of the agricultural sector for full membership in the European Union, which involves the adaptation of the national agricultural sector to the requirements and standards of the EU. The formation of a competitive agricultural market requires the implementation of new approaches to enterprise management, increasing the efficiency of resource use, ensuring sustainable development of production and compliance with environmental, social and economic management criteria.
Purpose. Substantiation of theoretical and methodological provisions and development of scientific and practical recommendations for the development of marketing in the agricultural market in the context of European integration.
Methods. In the research process, methods of scientific abstraction, analysis and synthesis, systemic and complex approaches, comparative, monographic, generalization and abstract-logical were applied.
Results. The essence and content of the development of marketing in the agricultural market in the context of European integration as a continuous transformation of marketing activities aimed at adapting agricultural enterprises to the institutional, economic, technological and regulatory requirements of the European Union are determined. The main areas of marketing transformation have been established, including market orientation, compliance with European quality and safety standards, digitalization of marketing processes, branding, integration into international value chains, implementation of sustainable development and ESG principles, increasing transparency of activities, and expanding export potential. Practical recommendations are offered for agricultural enterprises on the implementation of digital marketing technologies, marketing analytics, artificial intelligence tools, reputation management, product branding, and strategic market positioning in order to successfully integrate into the European agri-food market and ensure sustainable development of the industry.
Originality. Theoretical and methodological provisions on the development of marketing in the agricultural products market in the context of European integration have been further developed, which, unlike existing approaches, involves clarifying its essence as a continuous process of transforming the marketing activities of agricultural enterprises through digitalization, branding, integration into international value chains, implementation of sustainable development and ESG principles, ensuring compliance with European quality and safety standards, increasing transparency of activities, and strengthening export potential, on the basis of which the competitiveness of agricultural enterprises increases.
Conclusion. It has been established that the development of marketing in the agricultural products market in the context of European integration should be based on a systemic transformation of the marketing activities of agricultural enterprises, focused on compliance with European standards, digitalization, branding, integration into international value chains, implementation of sustainable development principles, and strengthening the long-term competitiveness of agricultural enterprises. Practical recommendations include the introduction of systematic monitoring of domestic and European markets, digitalization of marketing processes using marketing analytics and artificial intelligence technologies, development of branding and reputation marketing, ensuring transparency of product origin in accordance with EU requirements, integration of ESG principles into marketing strategies, diversification of export markets, and production of agricultural products with high added value.
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