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Economy, finances, management: Topical issues of science and practical activity

space SCIENTIFIC JOURNALS OF VINNITSA NATIONAL AGRARIAN UNIVERSITY

Issue №: 3 (61)

Published: 2022.12.23
DOI: 10.37128/2411-4413-2022-3


Description:
The journal deals with the issues of efficiency of functioning of the national economics and organizational forms of management of the national economy. Attention is paid to the problems of marketing, management and efficiency of production and economic activity of agrarian enterprises. The issues of public administration and administration, accounting and taxation, banking and insurance, forecasting and modeling of economic processes, foreign economic activity, commodity flows of economic entities and their infrastructure support.

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MARKETING MANAGEMENT IN THE MANAGEMENT SYSTEM OF AGRICULTURAL ENTERPRISES

DOI: 10.37128/2411-4413-2022-3-5
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LOGOSHA Roman – Doctor of Economic Sciences, Associate Professor, Associate Professor of the Department of Agricultural Management and Marketing, Vinnytsia National Agrarian University (21008, Vinnytsia, 3, Soniachna Str., e-mail: lrv@vsau.vin.ua).

PRONKO Lyudmila – Сandidate of Eonomic Siences, Asociate Pofessor, Dean of the Faculty of Management and Law, Vinnytsia National Agrarian University (21008, Vinnytsia, 3, Soniachna Str., e-mail: pronkol@ukr.net).

Annotation

The article carries out an epistemological analysis of the author's interpretations of the essence of marketing management according to the selected conceptual approaches, which has made it possible to establish that the set of interpretations of such a complex economic category is different, which depends on the main components of the system, which in a certain period of time form its influence on the activities of agricultural enterprises. The subject, purpose, tasks, functions and tasks of marketing management of agricultural enterprises are defined. The author’s definition of marketing management of agricultural enterprises is presented. It has been established that the application of marketing management at agricultural enterprises is related with the marketing research of agricultural market subjects, their analysis and response to changes in the internal and external environment of the functioning of enterprises. The marketing management system of an agricultural enterprise represents a wide range of marketing and management knowledge, in particular, product (service) development and advertising and promotion, sales and integrated marketing communications, planning, branding, budgeting and strategic management. In order to form an effective system of marketing management of an agricultural enterprise, it is necessary to understand the process of marketing management to achieve the defined goals. In accordance with the marketing management system, a study of the goals of the studied agricultural enterprises was carried out, which is an objective necessity under the changing conditions of the development of the agricultural market, which is determined by tough conditions of competition, dynamic changes in consumer tastes and preferences, and global innovation processes in the fields of agriculture.

Keywords: marketing management, marketing, marketing complex, management, marketing system, management system

List of references

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2. Yerankin, O.O. (2008). Periodyzatsiia evoliutsii marketynhu v APK Ukrainy ta perspektyvy yoho rozvytku [Periodization of the evolution of marketing in the agricultural sector of Ukraine and prospects for its development]. Mizhnarodnyi naukovo-vyrobnychyi Zhurnal «Ekonomika APK» – International Scientific and Production Journal « Economy of agro-industrial complex», 1, 131-140 [in Ukrainian].

3. Kotler, F., Keller, K., & Pavlenko, A. (2008). Marketynhovyi menedzhment [Marketing management]. Kyiv: Khimdzhest [in Ukrainian].

4. Kushnir, I.G. (2007). Formuvannia orhanizatsiinykh system marketynhovoho menedzhmentu v ptakhivnychomu pidkompleksi APK [Formation of organizational systems of marketing management in the poultry sub-complex of the agro-industrial complex]. Extended abstract of candidate’s thesis. Kyiv [in Ukrainian].

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6. Sydoruk, Yu.A. (2013). Marketynhovyi menedzhment na pidpryiemstvi: teoretychni zasady [Marketing management at the enterprise: theoretical foundations]. Efektyvna ekonomika – Effective economy, 11. Retrieved from: http://www.economy.nayka.com.ua/?op=1&z=2485 [in Ukrainian]. 7. Voichak, A.V. (2000). Marketynhovyi menedzhment [Marketing management]. Kyiv: KNEU [in Ukrainian].

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13. Danylyshyn, B.M., & Lyubchenko, O.M. (2006). Marketynhova stratehiia rehionalnoho prodovolchoho rynku [Marketing strategy of the regional food market]. Kirovohrad: Imeks-LTD [in Ukrainian].

14. Lohosha, R.V., Krychkovsky, V.Yu., & Belkin, I.V. (2022). Marketynhovi stratehii rozvytku pidpryiemstv ovocheproduktovoho pidkomplesu [Marketing strategies for the development of vegetable subcomplex enterprises]. Ekonomika ta suspilstvo – Economy and society, 42. Retrieved from: https://economyandsociety.in.ua/index.php/journal/article/view/1607/1544. DOI: https://doi.org/10.32782/2524-0072/2022-42-10 [in Ukrainian].

15. Illiashenko, S.M. (2004). Menedzhment ta marketynh innovatsii [Innovation management and marketing]. Sumy: VTD «Universytetska knyha» [in Ukrainian].

16. Lohosha, R.V., Mazur, K.V., & Krychkovsky, V.Yu. (2021). Marketynhove doslidzhennia rynku ovochevoi produktsii v Ukraini [Marketing research of the market of vegetable products in Ukraine]. Vinnytsia: TOV «TVORY» [in Ukrainian].

17. Kaletnik, G.M., Honcharuk, I.V., Yemchyk, T.V., & Lutkovska, S.M. (2020). Ahrarna polityka ta zemelni vidnosyny [Agrarian policy and land relations]. Vinnytsia: VNAU [in Ukrainian].

18. Lohosha, R.V., & Trapaidze, S.M. (2022). Formation of marketing product policy of agricultural enterprises. Formuvannia rynkovykh vidnosyn v Ukraini – Formation of market relations in Ukraine, 7-8 (254-255), 87-92. DOI: https://doi.org/10.5281/zenodo.7323347 [in Ukrainian].

19. Honcharuk, I.V., Kish, L.M., & Prysiazhniuk O.I. (2022). Osnovni napriamy pidvyshchennia efektyvnosti zastosuvannia elektronnoi komertsii ahrarnymy pidpryiemstvamy [The main directions of increasing the efficiency of the use of electronic commerce by agricultural enterprises]. Ekonomika, finansy, menedzhment: aktualni pytannia nauky i praktyky – Economics, finance, management: topical issues of science and practical activity, 2 (60), 157-168. DOI: 10.37128/2411-4413-2022-2-11 [in Ukrainian].

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About journal

Topics of the journal:

051 Economics

071 Accounting and taxation

072 Finance, banking and insurance

073 Management

075 Marketing

076 Business, trade and exchange activities

241 Hotel, restaurant and catering 

281 Public administration

 

Key information:
ISSN (print): 2411-4413
DOI: 10.37128

The journal “Economy, finances, management: Topical issues of science and practice” is included in the "List of Scientific Professional Editions of Ukraine". 

The scientific edition is assigned the Category "Б" in the field of economics in specialties 051, 071, 072, 073, 075, 076, 241, 281

(Order of the Ministry of Education and Science of Ukraine No. 249, March 17, 2020).

The journal “Economy, finances, management: Topical issues of science and practice” has a Digital Object Identifier (DOI)

The journal “Economy, finances, management: Topical issues of science and practice” is indexed in such database as Index Copernicus Value (https://journals.indexcopernicus.com/search/form)

 

The editorial board of the journal is guided by the principles of scientific, objectivity, professionalism, informational support of the most significant innovative researches, observance of standards of publishing ethics.

The purpose of the journal "Economics, finances, management: Topical issues of science and practical activity» is the coverage of leading scientific ideas in the economic, financial and management activities of the sectors of the national economy and the involvement of representatives of the domestic and foreign scientific professional community.

 

Objectives of the journal:

  • publication of research findings on innovation in the economy, financial and management spheres, innovation of production processes;
  • expanding partnerships with international scientific publishing organizations;
  • enhancing the culture of reviewing and annotating published material;
  • adherence to editorial ethics.

 

Article publishing is a paid service. Cost for printing in professional publications in accordance with the Decree of the Cabinet of Ministers of Ukraine of August 27, 2010 No. 796 "On approval of the list of paid services that can be provided by state educational institutions, other institutions of the educational system belonging to state and communal ownership" and the order Rector of the Higher Education University Mazura VA dated March 14, 2018 No. 93 “On setting the cost of printing in professional editions of the University”.

The cost of printing one page in professional editions of the university is 60 UAH.

An additional copy of the magazine with the mailing list costs 450 UAH.

Recipient: Vinnytsia National Agrarian University MFO 820172 Current account No. 31256282102055 Code 00497236 Bank State Treasury Service of Ukraine, Kyiv. VAT payer code 004972302286. Registration number 100271744. Purpose of payment: for printing an article in the journal: ”Economy, finances, management: Topical issues of science and practical activity "

History of journal:

It was founded in 1997 under the name "Bulletin of the Vinnytsia State Agricultural Institute". In 2010-2014 he was published under the title “Collection of scientific works of Vinnitsa National Agrarian University”.

From 2015 ”Economy, finances, management: Topical issues of science and practical activity” (Certificate of State Registration of Mass Media No. 21154-10954 of PR as of December 31, 2014)

According to the decision of National Council of Television and Radio Broadcasting of Ukraine from 25.04.2024 No. 1337 the scientific journal «Economy, finances, management: topical issues of science and practical activity» has the ID of the Media R30-05171.