Application of Marketing Tools in the Bioeconomic Sector

This article presents a theoretical generalization and justification of conceptual provisions for the formation of a marketing mechanism for managing the development of the bioeconomy. Its main components and relationships to the management system are analyzed. The essence of the concepts of the “bioeconomy”, “marketing management”, and “marketing management mechanism” is revealed. It has been proven that the bioeconomy is considered the key basis of modern innovative directions for ensuring economic development. It is based on the widespread use of biotechnology and the application of biological renewable resources to produce products and energy, which are the basis for the implementation of bioeconomic processes in Ukraine and characterize the current state of its development. It is established that in modern conditions, the management of enterprises based on the principles of marketing management is of great importance. It is important to study the organization of marketing management as an innovative approach to managing the development of the bioeconomy, which will allow us to achieve optimal economic efficiency and a positive social effect. Primary attention is paid to the study of marketing management as an innovative approach to managing enterprises that are part of the bioeconomy system.