Boiko M. Marketing policy as a tool for ensuring the economic security of agricultural enterprises

The dissertation is devoted to the solution for the scientific problem, which consisted in the improvement of theoretical and methodological principles and the provision of practical recommendations for the use of marketing policy as a tool for ensuring the economic security of agricultural enterprises. For the first time, a methodological approach to assessing the economic security of agricultural enterprises was proposed, which includes the calculation of an integrated indicator, which includes indicators for assessing financial, personnel, technical, technological, resource and marketing components of economic security. The conceptual approach to the use of marketing policy as a tool to ensure the economic security of agricultural enterprises, based on economic aspects of economic security, under the influence of internal and external factors, by establishing goals, objectives, functions and principles, separation of objects and entities, as well as the development and use of tools for assessing the economic security of agricultural enterprises. The tools for ensuring the economic security of agricultural enterprises have been supplemented to the number of existing components of the economic security audit with such a component as a marketing security audit, which is based on assessing the effectiveness of the marketing policy of these enterprises. The mechanism of economic security management of agricultural enterprises based on the marketing approach has been improved, which, unlike the existing ones, is based on the results of assessment of internal and external environments, which allowed to generalize strategic and tactical goals of agricultural enterprises in marketing policy development. The conceptual and categorical apparatus has been improved in terms of clarifying the essence of the terms "agricultural enterprise marketing policy", "economic security of agricultural enterprise", "marketing security", "marketing tools to ensure economic security of agricultural enterprises", "audit of marketing security" and "methodological approach of agricultural enterprises safety".