IMPROVEMENT OF MARKETING MECHANISMS IN FARM DEVELOPMENT: MODERN APPROACHES AND PROSPECTS

Abstract

The article analyzes the theoretical and practical aspects of marketing mechanisms in the development of farms. In particular, the impact of market research, identification of consumer needs, use of digital marketing tools, introduction of e-commerce platforms and diversification of trade channels on the efficiency of farms is highlighted. Also, scientific and practical recommendations have been developed to improve the competitiveness of agricultural products and increase farmers' incomes by improving marketing strategies.