MANAGEMENT OF THE INSTITUTIONAL MARKETING SYSTEM IN RUSSIAN AGRICULTURAL COMPLEX

Abstract

Purpose. Development of managing tools for formation and development of institutional marketing structures in the agro-industrial complex. Methods. The theoretical and methodological basis in the article of the article was the work of the classics economists-agrarians, the work of leading foreign scientists whose research is devoted to the problems of the cooperative movement in agriculture development. The authors used a method of comparative analysis of the developed foreign countries’ experience in integration formations in the process of agricultural goods circulation. Results. The tendencies of institutional marketing structures development in Russia, conditions and opportunities for their formation and management are revealed. The main principles of mutual relations of marketing structures subjects, basic objects of model of marketing structures formation and management are offered. On the basis of scientific aspects and empirical conclusions, the necessity of applying the institutional approach to structural transformation and integration of certain market entities in the current conditions of economic development is substantiated. Scientific novelty. Scientific novelty consists in the formation of new structural systems in the agro industrial complex institutional marketing structures that help overcome the current crisis, develop the agricultural sector and reduce the cost of agricultural goods in the process of commodity circulation. The concept of institutional marketing system, the principles of creation and the mechanism of its functioning are defined. The author substantiates the influence of state authorities of all levels in the formation of interaction between individual economic entities of the system and the definition of optimal options for channels for the movement of agricultural products from producer to consumer.