Information and marketing support for the competitiveness of agricultural cooperatives

In foreign practice, particular importance is attached to the development of a system of information and marketing support for the activities of the agricultural market subjects, aimed at increasing their productivity and competitiveness in the context of global changes.

The goal – hypothesis of the scientific article is to develop reasonable recommendations for improving the information and marketing support of agricultural cooperatives based on the mechanisms of information and communication technologies and marketing-innovation aimed at creating competitive advantages of agribusiness entity.

Methods – the monographic and abstract-logical, statistical and survey methods are used in the article.

Results – taking into account the analysis of the development of digital technologies and creation of digital platforms, the need for a deeper study of the patterns of functioning of agricultural market in view of its information and marketing support, which is one of the urgent and main practical needs of agricultural cooperatives, is considered. The issues of development of mechanisms for ensuring the competitiveness of agricultural cooperatives are studied and a model of information and marketing support is presented based on an analysis of their current state. The significance of the use of reliable information is shown, taking into account the effectiveness of marketing research in the context of the strategic priorities for the development of subjects of agricultural market.

Conclusions – the mechanism for the development of information and communication technologies is presented and the need for the use of a unified information and marketing support in the activities of the subjects of agricultural market of Kazakhstan is substantiated, which has a strong impact on the effectiveness of managing their activities. The authors believe that it is necessary to study the formation of digital portals, taking into account effective communication channels and marketing data in ensuring the competitiveness of agricultural cooperatives.

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