The role of marketing in shaping agribusiness management systems in the context of digital transformation

Abstract

The purpose of the article is to substantiate the role of marketing in the formation of an agribusiness management system based on digitalization. Methods. The following methods were used in the research: analysis (characteristics of individual subsystems of system management), modeling (formation of a system management model), monographic (review of works and generalization of information about the advantages of marketing digitalization in system management). The information base of the study consisted of analytical reports of the Joint Research Center (JRC) of the European Commission, scientific works of Ukrainian and foreign scientists in the field of system management, marketing, and digital technologies. Results. The study found that marketing is one of the main subsystems of system management for agribusiness entities, providing analytical, strategic, and communication functions. The main advantages of using digital marketing tools are: increased speed of collection, analysis, and exchange of information between management subsystems, taking into account changes in the external environment. The disadvantages of digitalization are the risk of information loss due to technical problems, dependence on Internet access, the high cost of using some technologies and platforms, and the low availability of specialists in the use of digital technologies in agricultural enterprises. Based on the research results, a marketing-oriented agribusiness management model has been developed, which is based on five main blocks (analytical, communication, strategic, business planning, and control). The practical orientation of this model towards creating a unified information space and strengthening interaction between subsystems and levels of management of agribusiness entities. Conclusions. Marketing in agribusiness system management plays an integrative and communicative role, promoting effective interaction between all subsystems and management levels with adaptation to changes in the external environment. The use of the advantages of digitalization of marketing activities by agricultural enterprises contributes to improving the efficiency of management based on comprehensiveness and the formation of customer-oriented strategies and management decisions. The practical application of this model is proposed as a tool for forming an effective agribusiness management system based on marketing principles in the context of digital transformation. Keywords: system management, digital technologies, marketing activities, business management, agricultural enterprises, management decisions.