Marketing mechanisms of sales in agriculture

The goal – the implementation of marketing sales technologies in the agro-industrial complex contributes to ensuring the economic sustainability of agricultural production and enables informed decision-making regarding production, sales, and promotion of goods to the market. It allows for an adequate assessment and forecasting of the market situation, and the development of strategies and tactics for competitive positioning. Methods – the research methodology was based on an analytical approach, during which a significant amount of information was processed to analyze and interpret data, identify patterns, and understand the essence of the subject under study. Results – key aspects confirming the importance and effectiveness of marketing functions in the sales of agricultural products were identified, as well as marketing approaches for adapting agricultural enterprises to the instability of the competitive environment. A survey of business entities showed that the greatest interest lies in digital innovations in marketing processes, while the main barriers to their implementation were identified: shortage of qualified specialists, insufficient funding, low level of infrastructure in rural areas, and lack of awareness about effective marketing policy tools. Conclusions – the integration of marketing strategy with production activity in the agricultural sector enhances the effectiveness of the entire logistics chain from producer to end consumer. The spread of agromarketing requires comprehensive methods, including personnel training and the digitalization of the trading network. An effectively established marketing function in the agro-industrial complex supports the strengthening of food security and serves as a valid tool for the stable socio-economic development of rural areas. The authors emphasize the need for constructive programs to train competent personnel that take into account the main directions of agromarketing pathways, which should be considered a factor in increasing the profitability of agricultural enterprises and a stimulus for enhancing innovative activity.