Antonov V.N., Glebova I.Z.
MARKETING OF SPATIAL INTERACTION OF AGRO-BUSINESS STRUCTURES
Abstract. Currently, market entities face a number of problems that hinder effective entrepreneurial activity in the field of agribusiness: lack of reliable market information, high operating costs in the production and marketing of agricultural products, limited added value of agricultural production in rural areas, insufficient satisfaction of the consumer market growing needs and increasing dependence on food imports. Under these conditions, marketing of spatial interaction is a promising direction for improving the activities of agro-business structures, since it combines target guidelines for business development with the establishment of long-term mutually beneficial partnerships between business partners and consumers. The purpose of the article is to develop theoretical foundations of the marketing concept of agro-business structures spatial interaction aimed at obtaining sustainable competitive advantages based on mutually beneficial cooperation of various participants in the production and marketing of agricultural products. The methodological basis of the research is the conceptual development of domestic and foreign scientists on the marketing of interaction, spatial organization of business, modeling of spatial interaction. Abstract-logical, monographic and evolutionary methods, a systematic approach, methods of analysis and synthesis, comparison and generalization were used in the research process. The scientific novelty of the results obtained is as follows: the concepts of spatial interaction marketing (complementarity, transferability, involvement, mutual benefit, transparency, flexibility) are substantiated; multiplicative, market, infrastructural, innovation-investment and economic effects of spatial interaction are considered; the conditions for the introduction of spatial interaction marketing in the practice of agro-business structures activities have been determined.
Keywords: spatial interaction, marketing of spatial interaction, agro-business structures.
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