DEVELOPMENT OF STRATEGIC MANAGEMENT OF MARKETING AND LOGISTICS ACTIVITIES OF AGRIBUSINESS ENTITIES: THEORY, METHODOLOGY, PRACTICE

Abstract

The article reveals key aspects of strategic management of marketing and logistics activities of agribusiness entities, with a focus on modern approaches to integrating marketing and logistics functions to enhance the competitiveness of enterprises. The aim of the article is to develop and justify theoretical and methodological approaches to the strategic management of marketing and logistics activities of agribusiness entities, as well as to analyze the practical aspects of implementing innovative technologies and modern management tools. It is identified that the main trend in this field is the implementation of innovative technologies, particularly digital supply chain management systems, which optimize processes such as storage, transportation, and interaction with suppliers and consumers. The contributions of classical and contemporary researchers to the development of marketing and logistics management are analyzed. Recommendations are formulated for the use of information systems and technologies to improve the transparency and efficiency of supply chains. The article also examines the specifics of logistics in the agricultural sector, including production seasonality, product perishability, and special storage conditions. It is noted that the integration of digital solutions, such as GPS monitoring systems and inventory management, enhances the efficiency of transportation and warehousing operations. It is determined that marketing and logistics are interconnected functions that together contribute to the sustainability and adaptability of agribusinesses to changing market conditions. Strategic management of marketing and logistics activities involves the development and implementation of long-term solutions aimed at optimizing the flow of goods and services from the producer to the final consumer, particularly through planning elements such as selecting optimal distribution channels, resource allocation, inventory management, demand forecasting, and ensuring timely and efficient product delivery. Conclusions are drawn regarding the necessity of further developing strategic management of marketing and logistics activities, taking into account new technologies and market trends, to ensure long-term competitiveness of agribusiness entities in the global market. Additionally, the importance of cooperation among various market participants, including suppliers, processors, and end consumers, is emphasized to create integrated logistics chains that promote effective resource management and cost reduction.