Information on the thesis

Ukraine has a great potential for effective development of the agrarian sector of the
economy and improvement of its competitiveness on the world and national markets of
agricultural produce. An important role in this process belongs to farming enterprises.
Their advantages, compared to the other organizational forms of management, lie in
creation simplicity, free market entry and exit, management flexibility, simplified
procedure of decision-making, quick responses to changes in the market and a higher level
of employee motivation. 20

However, the efficiency of farm management in Ukraine and the dynamics of farm
development within the national economy substantially depend on extensive application of
diverse marketing tools. These marketing tools help domestic farmers to carry out external
economic environment monitoring, make and implement optimal management decisions
involved in organizing and operating a farm, control the efficiency of farm management.
Today marketing has turned into the ultimate tool of Ukrainian agrarian business
organization and its effective management.
Taking into account the importance of farming enterprises, the necessity to increase
their profitability and market competitiveness, it is imperative to carry out extensive
studies on mechanisms of farm management, social and economic aspects of farming
enterprises and the role of marketing in these processes.
Although a considerable amount of research has been devoted to agrarian business
management, few attempts have been made to investigate theoretical and methodological
principles of marketing tools application to farming enterprises, features of structural
elements of the applied complex of marketing as well as the improvement of management
mechanisms in this sphere in the context of Eurointegration. The significance of these
problems has determined the choice of the research theme, defined the objectives of the
dissertation and its structure.
The main objective of the dissertation is to determine and develop theoretical,
methodological and applied principles of agricultural marketing management for farming
enterprises, provide practical guidance and recommendations in order to increase their
efficiency in the term of agrarian business structure.
The study has established substantiated theoretical, methodological and applied
principles of agricultural marketing management; it also provides practical
recommendations for increasing the efficiency of farming enterprises in the context of
agrarian economy structure.
The study explores main concepts and terminology used in agricultural marketing
management, extends the research tools that influence the process of marketing
management and provides a comprehensive system of marketing management for farming
enterprises.
The results of the study aim to improve agricultural marketing in Ukraine. The study
also examines the role of farming enterprises on the resources market and the influence of
marketing management on farms general profitability; it offers recommendations for
increasing the efficiency of agricultural marketing in the context of global agricultural
marketing experience and provides suggestions for sustainable economic development of
farming enterprises in Ukraine.
Keywords: marketing management, management of marketing activity, agricultural
marketing management, farming enterprises, agrarian business, co-operation,
competitiveness, marketing environment, profitability.