Actual problems of innovative economy and law

Journal "Actual problems of innovative economy and law" is included in category B for specialties: in the field of knowledge "Management and administration": 073, 076 (order of the Ministry of Education and Science of Ukraine dated 23.08.2023 No. 1035) and 071, 072, 075 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543); in the field of knowledge "Social and behavioral sciences" 051 (order of the Ministry of Education and Science of Ukraine dated August 23, 2023 No. 1035); in the field of knowledge "Law" - 081 and "Public management and administration" - 281 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543).
Registration of an entity in print media: Decision of the National Council of Ukraine on Television and Radio Broadcasting No. 1390 dated 11/16/2023. Media identifier: R30-02018
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Modern practice of implementing marketing and sales activities of agricultural enterprises: strategic and innovative aspects

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УДК: 338.443:631.1

DOI: https://doi.org/10.36887/2524-0455-2024-6-15

Perevozova Iryna Volodymyrivna,
Doctor of Science in Economics, Professor, Head of the Department of Entrepreneurship and Marketing,
Ivano-Frankivsk National Technical University of Oil and Gas,
https://orcid.org/0000-0002-3878-802X
Pyvovarov Serhii,
Researcher of the Department of Economics, Management and Transfer of Innovations in Livestock Farming,
Livestock Farming Institute of National Academy of Agrarian Sciences of Ukraine,
https://orcid.org/0009-0004-9864-2358
Hanenko Andrii,
Postgraduate Student of the Department of Management,
Odesa State Agrarian University,
https://orcid.org/0009-0005-6090-3425

The article is devoted to the study of the modern practice of implementing marketing and sales activities of agricultural enterprises, focused on strategic and innovative aspects. The study of the modern practice of implementing marketing and sales activities is highly relevant, which makes it possible to reveal the possibilities of implementing innovative approaches and strategies that help agricultural enterprises remain competitive and develop in a rapidly changing environment. It is determined that the modern practice of implementing marketing and sales activities of agricultural enterprises, considering strategic and innovative approaches, is a key factor in their competitiveness and efficiency in dynamic market changes. It has been confirmed that strategic aspects provide long-term planning, market segmentation, brand formation, and adaptation to the requirements of sustainable development. At the same time, innovative solutions, such as introducing digital technologies, process automation, developing e-commerce, and using analytical tools, allow enterprises to respond promptly to challenges, optimize resources, and increase sales efficiency. It has been established that combining strategic and innovative approaches creates a synergy that allows enterprises to maintain their competitive position and open new development opportunities. This is especially important for the agricultural sector, where high dependence on external factors, such as weather conditions or fluctuations in market prices, requires stable and adaptive management mechanisms. Thus, improving marketing and sales activities through strategic planning and innovation is necessary for ensuring agricultural enterprises’ sustainable development in modern conditions.

Keywords: agricultural enterprises, sales, innovations, marketing, strategic management, technologies, digitalization.

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The article was received 06.11.2024

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Perevozova Iryna Volodymyrivna, Pyvovarov Serhii, Hanenko Andrii. 06.11.2024. Modern practice of implementing marketing and sales activities of agricultural enterprises: strategic and innovative aspects. The journal "Actual problems of innovative economy and law". 2024 / #6. 76-80pp. https://doi.org/10.36887/2524-0455-2024-6-15

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Perevozova Iryna Volodymyrivna, Pyvovarov Serhii, Hanenko Andrii. "Modern practice of implementing marketing and sales activities of agricultural enterprises: strategic and innovative aspects". The journal "Actual problems of innovative economy and law". 06.11.2024. https://doi.org/10.36887/2524-0455-2024-6-15

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