The role of relationship marketing in the marketing management system of agricultural enterprises

Abstract

The success of agricultural enterprises and the results of their activities largely depend on the effectiveness of cooperation with partners. Therefore, the review of basic marketing concepts and the development of new approaches focused on creating and maintaining long-term, mutually beneficial relationships with partners are necessary and relevant. The purpose of the article is to study the features of relationship marketing in the system of management of marketing activities of agricultural enterprises and their effective development in the conditions of scientific and technical cooperation. The research methods include general scientific methods of abstraction, analysis and synthesis. In order to achieve the research objectives, the dialectical method of scientific cognition was applied in the work. The abstract-logical method of theoretical and factual generalizations was used to formulate conclusions and proposals. The information base of the study was the scientific works of Ukrainian scientists on the topic under consideration, the results of the authors' own research, etc. The results of the study revealed that relationship marketing of agricultural enterprises is a marketing management concept based on building long-term and mutually beneficial relationships with the organization's main partners: customers, suppliers, distributors, employees, etc. The main principles, characteristics, factors and advantages of relationship marketing of agricultural enterprises in modern development conditions have been developed and substantiated for a better understanding of consumers and effective building of relationships with customers and partners. Key tools for promoting sustainable and mutually beneficial relationships between consumers and agricultural producers have been proposed, which will help to deepen the scientific understanding of the level of development of relationship marketing of agricultural enterprises with each market participant. Conclusions. The importance of determining the level of development of relationship marketing of agricultural enterprises with each market participant increases the efficiency of business processes, rationally uses various marketing tools for the development and improvement of business relationships, and also optimizes the level of transaction costs for agricultural formations.