Larina Y. Marketing strategies of the development of the enterprises of the agrarian sector of the Ukraine: theory, methodology, the practice

Dissertation is devoted to the investigation of the theoretical, methodical and practical aspects of forming the marketing strategy of the enterprises of the agrarian sector. Methodical basis of marketing strategy development and methodical approach to the evaluation of the economic effectiveness of the marketing strategies are determined. The peculiarities of the marketing strategy formation at the enterprises of the agrarian sector are studied. The contemporary state of the development of the of the enterprises of the agrarian sector in Ukraine with different specialization and the scales of the activity is analyzed. The influence of the external factors on the choice of marketing strategy is investigated in the context of the transitional paradigm. The economic and statistical model of the determination of the effectiveness of the realization of marketing strategy depending on the organizational and market readiness of the enterprise is developed.The mechanisms of the realization of strategies and the system of the measures for the introduction of strategic marketing on the micro, meso- and macrolevels were developed. The ways of increasing the effectiveness of the implementation of marketing strategies taking into account the priorities of state policy in the agrarian sphere are proposed.