Економічна ефективність впровадження маркетингових стратегій в аграрному виробництві

The article investigates the economic efficiency of implementing marketing strategies in agricultural production as one of the key factors in increasing the competitiveness of enterprises in modern conditions. The main idea of the paper is to prove the need to adapt and optimise marketing approaches to the challenges of digital transformation, globalisation, changing consumer preferences and environmental instability. The author emphasises the importance of introducing a systematic approach to assessing the effectiveness of marketing strategies, taking into account internal and external factors affecting the activities of agro-industrial enterprises. The relevance of the study is due to the fact that the agricultural sector of Ukraine plays a leading role in the country's economy, ensuring food security, foreign exchange earnings and employment. However, in the face of increased competition, unstable demand and climate risks, enterprises must not only produce products efficiently, but also successfully sell them, adapting strategies to market conditions. In this context, marketing is gaining strategic importance, ensuring long-term sustainability and development. The article proposes tools for quantitative analysis of the effectiveness of marketing strategies, in particular, the use of Spearman and Kendall coefficients to determine the level of compliance of actual results with benchmarks. This approach allows to flexibly adapt marketing policy to market changes and optimise the use of resources. The article also analyses the importance of digital marketing and modern IT solutions, which open up new opportunities for personalised customer interaction and expansion of sales channels. The generalised conclusions are aimed at improving the scientific validity of management decisions in the agro-industrial complex. The results of the study can be used as a theoretical and methodological basis for developing practical recommendations in the field of strategic management of agricultural business. The proposed approaches allow not only to assess the current efficiency of marketing activities, but also to form guidelines for further growth, which is especially important for ensuring the economic stability of agricultural producers in the face of change and uncertainty.