STRATEGIC MANAGEMENT OF MARKETING AND ECONOMIC EFFICIENCY OF RESOURCE-SAVING AGRICULTURAL ENTERPRISES IN THE CONTEXT OF MOTIVATIONAL RISKS AND DIGITALIZATION

In the current conditions of economic instability, increased competition and the growing role of digital technologies, agricultural enterprises are facing new challenges in the field of marketing and resource conservation. The study is aimed at developing a strategic approach to marketing management, which allows to increase the economic efficiency of resource conservation in the conditions of motivational risks and digital transformation. The main risks that arise in the process of motivating personnel are analyzed, in particular, loss of interest, low level of involvement and difficulties in adapting to new working conditions. Approaches to their minimization are proposed by implementing innovative management strategies based on digital productivity monitoring tools, flexible motivation systems and integration of marketing technologies into business processes. Particular attention is paid to digitalization as a key factor in increasing the efficiency of marketing activities. The impact of digital marketing tools, business process automation and the use of big data on increasing the competitiveness of agricultural enterprises is analyzed. A concept of strategic marketing management has been developed, based on the integration of resource-saving technologies with modern digital solutions. Mechanisms for optimizing costs, improving marketing communications, and increasing the level of adaptability of enterprises to changes in the market environment have been identified. The practical significance of the study lies in creating an effective model of marketing management that will contribute to the development of agricultural enterprises, ensuring their sustainable development, and increasing economic efficiency in the digital economy.