Vovk V. Mechanisms of strategic management of marketing and sales activities of agro-industrial enterprises in the context of digitalization: theory, methodology, practice

The dissertation is devoted to solving the complex scientific problem of theoretical, methodological, methodical and applied substantiation of strategies for managing marketing and sales activities of agro-industrial enterprises in target markets in the conditions of digitalization. The conceptual and categorical apparatus of research related to marketing and sales of products of agro-industrial enterprises is organized. The principles of forming mechanisms for strategic management of marketing and sales activities of agro-industrial enterprises are substantiated. The evolution is studied and scientific approaches to the typology of marketing and sales management systems of agro-industrial enterprises are determined. Methodological approaches to assessing the rationality, effectiveness and efficiency of marketing and sales strategies are developed. The functional aspects and organizational principles of the process of strategic management of marketing and sales activities of agro-industrial enterprises in the context of digitalization are determined. The commercial potential of agro-industrial enterprises is assessed in the context of their marketing environment in the context of digitalization. Methodological approaches to assessing strategic alternatives during the development and implementation of marketing and sales strategies of agro-industrial enterprises are substantiated. The directions of development of marketing and sales activities of agro-industrial enterprises in the context of digitalization are determined and organizational and economic tools for their implementation are developed. Integration strategies are substantiated to increase the efficiency of marketing and sales activities of agro-industrial enterprises. The structural features of strategic management systems for marketing and sales activities have been identified by integrating tools for implementing and servicing marketing activities into the process of applying sales procedures, which ensures the flexibility of the enterprise's sales activity system while complying with the conditions for effective adaptation to changes in the external and internal environment in the context of digitalization. The methodological principles of observing the systemic nature of the influence of competitive and conjunctural factors on the contours and architecture of marketing and sales activities of agro-industrial enterprises have been outlined. The concept of building an organizational and economic mechanism for managing the marketing and sales activities of agro-industrial enterprises in the context of digitalization is substantiated. The first section explores scientific approaches to the formation of a categorical and conceptual apparatus related to marketing and sales of products of agro-industrial enterprises; substantiates the architecture of the mechanism of strategic management of marketing and sales activities, which ensures its systematicity and flexibility; studies the genesis of management systems in this area and develops a typology of systems for managing marketing and sales activities of agro-industrial enterprises, which takes into account the specifics of their functioning in target markets. The second section identifies key criteria for identifying and systematizing the principles and patterns that underlie the construction of strategic management systems for marketing and sales, and also substantiates methodological approaches to taking into account competitive and conjunctural factors that influence the implementation of marketing and sales activities. The third section examines the functional role of the components of the management system of an agro-industrial enterprise in the context of strategic management of marketing and sales activities, analyzes the organization of the process of strategic planning of marketing and sales of products of agro-industrial enterprises, and also determines the structural features of the systems of strategic management of this activity. The fourth section identifies the conditions of the marketing environment and assesses the commercial potential of the enterprise in the context of digitalization; substantiates approaches to the selection and assessment of strategic alternatives when developing marketing and sales strategies for products of agro-industrial enterprises, and outlines the principles of implementing marketing and sales strategies of agro-industrial enterprises using digital technologies. The fifth section outlines the main areas of improvement of marketing and sales activities of agro-industrial enterprises, identifies organizational and economic tools aimed at increasing the efficiency of strategic management systems in the implementation of marketing and sales strategies, and substantiates integration strategies aimed at increasing the effectiveness of marketing and sales activities of agro-industrial enterprises.