Modern practice of implementing marketing and sales activities of agricultural enterprises: strategic and innovative aspects

The article is devoted to the study of the modern practice of implementing marketing and sales activities of agricultural enterprises, focused on strategic and innovative aspects. The study of the modern practice of implementing marketing and sales activities is highly relevant, which makes it possible to reveal the possibilities of implementing innovative approaches and strategies that help agricultural enterprises remain competitive and develop in a rapidly changing environment. It is determined that the modern practice of implementing marketing and sales activities of agricultural enterprises, considering strategic and innovative approaches, is a key factor in their competitiveness and efficiency in dynamic market changes. It has been confirmed that strategic aspects provide long-term planning, market segmentation, brand formation, and adaptation to the requirements of sustainable development. At the same time, innovative solutions, such as introducing digital technologies, process automation, developing e-commerce, and using analytical tools, allow enterprises to respond promptly to challenges, optimize resources, and increase sales efficiency. It has been established that combining strategic and innovative approaches creates a synergy that allows enterprises to maintain their competitive position and open new development opportunities. This is especially important for the agricultural sector, where high dependence on external factors, such as weather conditions or fluctuations in market prices, requires stable and adaptive management mechanisms. Thus, improving marketing and sales activities through strategic planning and innovation is necessary for ensuring agricultural enterprises’ sustainable development in modern conditions. Keywords: agricultural enterprises, sales, innovations, marketing, strategic management, technologies, digitalization.