MARKETING TOOLS OF THE STRATEGIC DEVELOPMENT OF MANUFACTURING OF CRAFT PRODUCTS OF THE AGRICULTURE
Abstract
The article deals with the application of marketing tools for the strategic development of the production of handicraft products of the agro-industrial complex. The main factors influencing the development of agricultural production and the functioning of small agricultural producers are identified. The main market trends that affect the efficiency of the functioning of craft producers in the agro-industrial complex are defined. The key aspects of branding craft agricultural products or food products are described. The appropriateness of securing intellectual property rights for the unique characteristics of a craft product and its brand is substantiated. The distribution channels for craft food products are outlined. The marketing tools for producers of craft products, including marketing tools for the strategic development of producers of craft products of the agro-industrial complex, are generalised. The market mechanisms of pricing for craft food products are investigated. The interaction between the actors of the agri-food chain in the form of vertical and horizontal integration is described. The possibility of using craft agricultural production as a tourist attraction is characterised. The role of local authorities in promoting the development of agritourism by combining direct marketing methods is defined.
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