Zdryliuk V. The development of the relationship marketing in agribusiness.

The dissertation deals with theoretical, methodological and applied principles of the relationship marketing in agribusiness. The conceptual framework and characteristics of the relationship marketing in agricultural enterprises have been defined. The applying of the process-structural approach to the relationship marketing management was determined. The methodological points of the analysis of relations between the subjects of agribusiness were improved. The approach to the assessment of the transaction costs level and dynamics of agricultural enterprises in the context of the relations with the subjects of the marketing environment was proposed. The preconditions of the relationship marketing formation and development in agribusiness were defined. The evaluation of the relations from the agricultural producer's point of view was carried out. The directions of the relationship marketing management improvement in agricultural enterprises were offered. The approach to the functioning of the marketing informational system within the information-analytical support of the relationship marketing was improved. The recommendations for the selection and choice of relationship marketing formation and development strategy in agribusiness were determined.