In the dissertation, a new solution to a complex scientific task regarding the substantiation of theoretical foundations, methodological approaches and practical recommendations for the development of marketing of products of agrarian enterprises in the conditions of globalization was obtained. The conceptual principles of the development of marketing activity of agricultural enterprises in the conditions of globalization of target product sales markets are substantiated, which provide for the strategic orientation of marketing and sales activities on the consolidation of commodity batches of agricultural products to commercially significant sizes on foreign stock markets through the use of commercial and integration tools, taking into account the inelasticity of demand. features of logistics and transportation, stability of demand for agricultural products, as well as structural and dynamic trends in the development and functioning of the world agricultural market. The foreign economic profile of trade in the products of Ukrainian agricultural enterprises has been determined, including the analysis of key trends in the export of the main agricultural crops in the world and in Ukraine, the assessment of the profitability and profitability of the export of various types of agricultural products, as well as the role of agrologistics, taking into account state infrastructure development programs and concession tenders, as well as the identification of global requirements for Ukrainian producers of export-oriented products, which are established by international organizations and regional associations. The toolset of the marketing activity of agricultural enterprises has been improved by determining the directions of economic development supported by agrarian marketing, based on the use of the "4R" concept, with an emphasis on the central role of trade intermediaries, who act as market participants with significant negotiating power, which significantly affects the processes of demand formation , pricing, and is also an important element of the supply chain of agricultural products for small and medium-sized agricultural enterprises. Well-founded marketing mechanisms of sustainable development, focused on innovation, are implemented through the organizational culture using the concept of "Marketing 3.0", which is based on values, which makes the latter the basis for the activity of agricultural enterprises, taking into account the principles of sustainable development, such as the introduction of environmental regulations, increasing the culture of agrarian management and implementation of national agricultural support programs, as well as raising quality standards, maximizing value for customers and enterprises, forming a positive image, strong brands, and strengthening the social responsibility of agricultural business entities.
The first chapter "Theoretical and methodological foundations of the development of marketing activity of agricultural enterprises" highlights the evolution of the marketing concept taking into account changes in the philosophy of conducting business, investigates the tools of marketing activity of agricultural enterprises and analyzes the importance of marketing in ensuring sustainable development.
In the second chapter "Dynamics of the impact of the globalization of agricultural markets on the implementation of marketing and sales activities of agricultural enterprises" an analysis of modern trends in the development of world markets was carried out, the specifics of the development of marketing activities in the conditions of globalization were determined, and how globalization affects the marketing of agricultural sector entities, taking into account the modern stage of development of the marketing concept.
In the third chapter "Mechanisms of managing the development of marketing agrarian enterprises in the conditions of globalization" the architecture and architectonics of mechanisms for implementing the marketing functions of agrarian enterprises are substantiated in the conditions of globalization of target product sales markets; the foreign economic profile of trade in products of domestic agricultural enterprises is outlined; organizational and economic mechanisms for the development of marketing activities of agrarian enterprises in the conditions of globalization have been developed. The practical significance of the obtained results is that the theoretical and methodological provisions of the dissertation were developed to the level of specific recommendations for the implementation of mechanisms and management systems for marketing the products of agricultural enterprises in globalized conditions.
