FEATURES OF THE USE OF INFORMATION MARKETING SYSTEMS IN THE SALES ACTIVITIES OF AGRICULTURAL ENTERPRISES

Abstract

The article outlines the need for strategic improvement of marketing management of the supply chain of agricultural products of agricultural enterprises under the conditions of implementation of key business processes: customer service; effective demand management; interaction of participants in the implementation of supply chain processes; reduction of costs throughout the supply chain. The main task of marketing management of supply chains of agricultural products is determined through optimization and reduction of costs associated with the production, transportation, storage, processing and delivery to consumers of the highest quality products, taking into account its specifics. The issues of the role and interaction of marketing and logistics in strategic directions of supply chain management of agricultural enterprises are considered and promising directions of their development are identified. Based on the analysis, existing views and ideas developed in modern science on the problems of marketing and logistics in supply chain management are systematized. Based on modern research, issues related to the development of logistics and the marketing industry are analyzed. The main trends in the harmonious development of logistics at the current stage of the functioning of agricultural enterprises are described. It is argued that the integration of processes that combine marketing and logistics provides a significant impact on the most important management functions of the company, creating opportunities for increasing the utility and value of the product. The study focuses on the inclusion of marketing logistics in the supply chain management system of agricultural products of the enterprise and is aimed at determining its position as a key element for increasing operational efficiency. The importance of determining the effectiveness of marketing logistics through the influence of environmental factors on the organizational aspects of the system implementation is proven. The positioning of the implementation of marketing logistics by business entities as a key element of a competitive corporate strategy, which significantly increases the productivity of the enterprise, is determined.