Analysis of the Scientific and Theoretical Foundations of Innovative Marketing Activities in the Agro-Industrial Sector

Particularly, the agro industrial sector is significant in helping national food security, which strengthens the national economy, expands the value chain from processing, and increases exports. Nevertheless, systemic implementation of innovative marketing programs for increasing agro industrial attractiveness is not sufficiently organized in spite of actively undertaken reforms to expand production, improve processing capacity and generate high income jobs. Only partial aspects of inventive marketing are revealed, so priority attention process remains unexplored in explanation of how it differs from traditional marketing and how innovative marketing as an integrated market practice can contribute to an increase in competitiveness, sales promotion and attraction of investments in the agro industrial sector — this is the key knowledge gap fill in the framework of scientific research.
The following methods were applied in the research process: systematic analysis, comparative assessment, induction and deduction, monographic study, grouping methods and logical reasoning, which are used to evaluate scientific views and practical directions for innovative marketing implementation. The results indicate that innovative marketing enhances the attractiveness of agro industrial products because it enables two-way communication with consumers, it creates a better market segmentation, it is able to support the agro branding, it increases the level of trust, that finally it can increase the global market access using digital tools. Similarly, results suggest that IoT-enabled systems and digital platforms decreases the customer-cost associated with marketing research, enhance real time market sensing, and enable faster market manipulation upon sensor-triggered alerts.
In conclusion, by supporting innovative marketing programs, the study finds that these innovations can increase competitiveness and investment attractiveness while also promoting the production of goods with high value added. The implications of this study are relevant to enterprises and policymakers who are in the pursuit of sustainable agro industrial development and strengthening the position of commodity agribusinesses in the globalization of the market.