Innovative approaches to marketing management in Ukrainian farms

The relevance of this study stems from the need to enhance the effectiveness of marketing activities in Ukrainian farming enterprises in the context of globalisation, digitalisation, and external threats. This article aimed to justify the implementation of innovative approaches to marketing management in order to increase the competitiveness of these enterprises. The research employed methods of comparative analysis, a systems approach, SWOT analysis, and generalisation. The study substantiates the feasibility of adopting digital marketing, e-commerce, branding, social media, CRM systems, and automated platforms for consumer communication. It also examines current challenges faced by farming enterprises in Ukraine, including declining purchasing power, disrupted logistics chains, and limited access to financing and marketing infrastructure. A SWOT analysis was conducted to identify the strengths and weaknesses of farming enterprises, as well as the external opportunities and threats influencing the implementation of marketing strategies. The study justifies the adoption of digital marketing, e-commerce, branding, social media, CRM systems, and automated platforms for consumer communication. Attention is also given to key aspects of marketing strategy transformation in response to shifts in the agricultural market environment. The role of information and communication technologies is defined as a tool for equipping farming enterprises with the necessary resources to support efficient production and sales operations. Contemporary marketing approaches are systematised, with an emphasis on the active use of digital promotion channels under martial law conditions. The practical significance of the findings lies in their potential application to the improvement of marketing strategies within farming enterprises, agricultural associations, and regional programmes aimed at supporting rural entrepreneurship