Issue №: 3 (61)
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.
MARKETING MANAGEMENT IN THE MANAGEMENT SYSTEM OF AGRICULTURAL ENTERPRISES
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).
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.
1. Levkiv, G.Y. (2014). Metodychnyi instrumentarii pobudovy systemy marketynhovoho menedzhmentu v pidpryiemstvakh APK [Ethical tools for building a marketing management system in agro-industrial complex enterprises]. Efektyvna ekonomika – Effective economy, 1. Retrieved from: http://www.economy.nayka.com.ua/ [in Ukrainian].
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].
5. Belyavtsev, M.I., & Vorobyov V.N. (2006). Marketynhovyi menedzhment [Marketing management]. Kyiv: Tsentr navchalnoi literatury [in Ukrainian].
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].
8. Balabanova, L.V. (2002). Marketynhovyi menedzhment [Marketing management]. Donetsk: DonDUET [in Ukrainian].
9. Mocherny, S.V. (2001). Ekonomichna entsyklopediia [Economic encyclopedia]. Kyiv: Vydavnychyi tsentr «Akademiia» [in Ukrainian].
10. Kutsenko, V.M. (2003). Marketynhovyi menedzhment [Marketing management]. Kyiv: MAUP [in Ukrainian].
11. Levkiv, G.Y. (2013). Systema marketynh-menedzhmentu pidpryiemstv APK [System of marketing and management of agribusiness enterprises]. Lviv: Liha-Pres [in Ukrainian].
12. Vynogradov, O.A. (2005). Zastosuvannia informatsiinykh tekhnolohii u zabezpechenni marketynhu innovatsiinoi diialnosti [Application of information technologies in ensuring marketing of innovative activities]. Aktualni problemy ekonomiky - Actual problems of the economy, 10 (52), 45-52 [in Ukrainian].
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].
About the journal
С1 Economics and International Economic Relations (by specialization)
D1 Accounting and Taxation
D2 Finance, Banking, Insurance and Stock Market
D3 Management
D4 Public Management and Administration
D5 Marketing
D7 Trade
J3 Tourism and Recreation
Founded in 1997 under the name ”Bulletin of Vinnytsia State Agricultural Institute”. In 2010-2014 it was published under the name “Collection of Scientific Papers of Vinnytsia National Agrarian University”. Since 2015 “Economics, finance, management: current issues of science and practical activity” (Certificate of State Registration of Mass Media No. 21154-10954 PR dated 12/31/2014).
