STRATEGIC PRINCIPLES OF MARKETING MANAGEMENT DEVELOPMENT IN AGRICULTURAL ENTERPRISES TAKING INTO ACCOUNT THE RISK MANAGEMENT SYSTEM

Abstract

The article is devoted the strategic foundations for the development of marketing management systems in agricultural enterprises in the context of contemporary socio-economic and geopolitical challenges. The relevance of the study is grounded in the pressing need to design effective and adaptable marketing management systems that respond to escalating market volatility, rapid digital transformation, and operational disruptions associated with martial law in Ukraine. The authors conceptualize marketing management not merely as a tool for short-term sales execution but as a critical component of strategic governance aimed at ensuring long-term sustainability, competitiveness, and organizational resilience. The article outlines the cyclical nature of the marketing management process—encompassing planning, implementation, and performance evaluation—and emphasizes its specific features in the agricultural sector, including seasonal production, dependency on climatic conditions, limited logistics infrastructure, and the social importance of agricultural output. The study introduces a multi-level and integrated marketing management model that incorporates internal enterprise subsystems (production, logistics, finance, and sales) with advanced marketing analytics and digital tools, such as CRM systems, e-commerce platforms, and data-driven communication strategies. Special attention is devoted to the integration of risk management frameworks as a fundamental strategic mechanism for maintaining operational continuity and enhancing decision-making under uncertainty. The authors also identify key strategic imperatives, including crisis-oriented strategic planning, institutionalization of digital technologies, local market engagement, organizational agility, and strategic partnerships with public and international stakeholders. Furthermore, the article underscores the significance of embedding Environmental, Social, and Governance (ESG) principles within marketing strategies through the implementation of eco-marketing initiatives, transparent supply chains, international product certifications (e.g., GlobalG.A.P., Organic Standard), and active collaboration with rural communities. The study concludes that a strategically oriented, risk-aware, and sustainability-driven marketing management system enhances the adaptive capacity and competitive standing of agricultural enterprises and lays the groundwork for resilient post-conflict recovery and successful global market integration.