Levina-Kostiuk M. Strategic management of agribusiness marketing activities

The thesis is devoted to the substantiation of theoretical and methodological foundations and development of practical recommendations on the formation mechanism of strategic management of marketing activities of agribusiness. The thesis deals with the concept of "marketing management of agricultural enterprises" and mechanisms of integrated agri-marketing systems. Methodical approach to performance management of marketing activity of agricultural enterprises, based on the balanced indices has been improved. The system of efficiency indicators of marketing activity for agricultural enterprises has been offered. The model of management for marketing commodity, distribution and pricing policy of agricultural enterprises has been developed. The concept of integrated management mechanism of agribusiness marketing communications that ensure maximum synergistic effect from sales, improvement of business reputation, strengthening the brand and increase the loyalty and satisfaction of employees has been substantiated.