Girzheva O. Іnnоvatіve marketіng and cоmmercіal technоlоgіes fоr prоducts sales оf agrіcultural enterprіses: theоry, methоdоlоgy, practіce.

The dissertation substantiates theoretical and methodological, methodological and applied principles, as well as develops practical recommendations for solving an important scientific problem, theoretical and methodological, methodological and applied principles, as well as developed practical recommendations for solving an important scientific problem of sales management of agricultural enterprises based on implementation. marketing and commercial innovations in the technology of marketing products in target markets. A categorical apparatus of research of sales activity of agricultural enterprises has been developed. Marketing and commercial innovations in the sales management system of agricultural enterprises are identified. Market aspects of effective marketing activities of agricultural enterprises are outlined. The peculiarities of the marketing infrastructure of the market of products of agricultural enterprises and its influence on the implementation of sales activities are determined. The methodology of evaluating the effectiveness of the marketing policy of an agricultural enterprise is substantiated. The content of methodological bases for assessing the impact of market conditions and market structure on the results of sales activities of agricultural enterprises is revealed. An assessment of the dynamics of economic efficiency of production and marketing activities of agricultural enterprises. Quantitative characteristics of the competitive situation and development of the infrastructure of the market of products of agricultural enterprises are determined. Resource aspects of ensuring the efficiency of production and marketing activities of agricultural enterprises have been identified. It is substantiated by the directions of development of marketing and sales activity of agrarian enterprises. The tools for the development of marketing and sales systems of agpap enterprises are determined. The ways and features of increasing the efficiency of marketing and marketing activities of agricultural enterprises are outlined. An assessment of the potential for the development of marketing and marketing activities of agricultural enterprises has been made. Strategic alternatives of innovative development of marketing and sales activity of agricultural enterprises are determined. The directions, ways and tools of innovative development of the system of collection and processing of marketing and commercial information are substantiated. The dissertation substantiates the concept of building a mechanism for managing marketing and marketing activities of agricultural enterprises, which is based on a combination of innovative tools for creating and implementing marketing and commercial technologies for marketing activities, based on formalizing procedures for making and implementing strategic, tactical and operational decisions. assessments of the state and trends of target markets in comparison with assessments of production and commercial potential of agricultural enterprises. The substantiation of methodological bases of an estimation of influence of a market conjuncture and structure of target object markets on results of sales activity of the agricultural enterprises which basis is an estimation of degree of competitive development of target roars with use of integral indicators of degree of realization of economic interests , which take into account the structure and length of the channels of market distribution of products, the degree of dominance of economic interests of the subjects of competitive relations, achievable volumes and price levels of sales of major products. Procedures for evaluation, analysis and selection of strategic alternatives in the process of creating and implementing marketing and commercial technologies for marketing products of agricultural enterprises, based on the use of the existing list of evaluation and forecast indicators of relevant management decisions, taking into account the results of determining the nature of production and commercial potential. the process of making changes in the management of sales activities.