METHODICAL APPROACHES TO THE FORMATION AND EVALUATION OF MARKETING POLICY IN AGRICULTURAL ENTERPRISES

Abstract

In this article, the authors consider the main trends in the formation of marketing policies, as well as the methodological approaches to its evaluation. The basic directions and principles of marketing policy of agricultural enterprises are determined, proceeding from the specifics of their activity, especially the formation of the sales system. The author identifies the economic peculiarities of the agricultural sector, which has a direct and indirect influence but the formation of marketing policies of enterprises. In general, it can be noted that the effectiveness of the formation of sales policy is based on a consistent and systematic analysis of the state of the market and the activities of a specific enterprise on it. This article is aimed at improving the marketing policy of agricultural enterprises based on the development of recommendations for improving the marketing of products and determining the stages of the formation and implementation of marketing policies.