Marketing of Contemporary Agricultural Businesses: Problems and Growth Prospects

Russia’s agro-industrial complex has great potential for growth in the coming years due to the increase in labor productivity in agriculture, introduction of new technologies, development of exports, and support of this area by the government. Additionally, the growing demand for food products in the world can also stimulate the growth of Russia’s agro-industrial complex. However, there are also risks, including climate change and economic and political factors that can affect the development of these areas in Russia. The research aims to form theoretical and methodological provisions for the development of digitalization in the sphere of marketing of agro-industrial complex. The research methods include induction, deduction, comparative analysis, general scientific methods, generalization, functional method, situational method, comparative method, economic and statistical method, and theoretical and practical works of the authors. In this regard, the modern marketing approach to consumer demand management using socio-ethical marketing, cross-cultural marketing, and collaboration in digital projects is new. When implementing marketing approaches in agricultural marketing, it is necessary to use the accumulated not only Russian but also foreign experience, which determines the need for methodological substantiation of its development level, identification of opportunities, and points of sustainable growth.