GUIDELINES FOR IMPROVING STRATEGIC MARKETING ACTIVITIES IN AGRIBUSINESS

The agrarian business in Bulgaria has the potential for development by applying a marketing approach to its management. Agricultural production can be developed by satisfying the needs of the market. The supply of Bulgarian agricultural products faces many market challenges, which forces farmers to look for means to improve the market image of their products. The purpose of the article is to determine guidelines for improving the management of Bulgarian agricultural holdings. Implementation of strategic marketing activities by farmers can improve their economic performance based on better market performance. The correct implementation of these activities requires that they be considered as part of a systemic process that affects all elements of the production and marketing system. This requires that the management functions related to planning, execution, and control of marketing activities are performed in the context of the market environment for each particular business.