Halynska A. Marketing system of formation of competitiveness of agricultural enterprises

The thesis is devoted to theoretical and methodological substantiation of the development of the marketing system of formation of competitiveness of agricultural enterprises and developing the ways to improve them. The paper analyzes the nature, types and categories of the formation and characteristics of the competitiveness of enterprises, and also the special role of marketing activity of enterprises in forming the competitive advantages is defined. The author conducted a detailed assessment of the uniqueness of the formation and development of marketing activities in agricultural enterprises of the investigated region and the whole Ukraine and detailed the main factors creating the competitive advantages in the markets of agro products. The complex of measures is developed to improve information and communication policy of farms based on the monitoring of consumers' attitude to all levels of agricultural enterprises and products that it manufactures and offers a reasonable risk management in the implementation of the marketing policy of agricultural enterprises.