INNOVATION AND MARKETING TOOLS THE MODERN AGRICULTURAL ENTERPRISES

The main component of innovation processes for processing enterprises of the agro-industrial complex is considered — complete engineering. The main tasks of innovation and marketing tools in the general system of activity of processing enterprises of the agro-industrial complex are highlighted. The characteristics of innovative marketing tools and their use in establishing relations of interaction between the subjects of innovation are given. Specific tools for the development and commercialization of innovative projects: crowdsourcing and crowdfunding, which are striking examples of new interactions between innovation actors. Due to the increasing role of high technologies in the economy of Ukraine, it was found that increasing the efficiency of processing enterprises of the agro-industrial complex is not possible without marketing support and the use of innovative marketing tools. It is investigated that the development of digital technologies plays a key role in providing the system of innovative tools of the marketing complex at the processing enterprises of the agro-industrial complex. Therefore, attention was paid to modern innovative tools of Internet marketing, namely, model PESO, which classifies Internet tools as: Paid — Incentives, Internet advertising; Shared — Messengers and social resources, Posting, Content; Owned — Digital property; Earned — Audience Generated, Partnership, Engagement. Based on this model, modern innovation and marketing tools for promoting products on the Internet were identified. With the help of innovative marketing tools identify promising areas to bring the potential of modern processing enterprises of the agro-industrial complex in accordance with environmental conditions.