MARKETING SECURITY AS A COMPONENT OF ECONOMIC SECURITY OF AGRICULTURAL ENTERPRISES

Introduction. The globalization of economic processes, changes in climatic conditions, the large-scale armed aggression of the Russian Federation, and the challenges it poses to business condition the strengthening of marketing security, which becomes a crucial element that ensures the resilience and adaptability of agricultural enterprises to external challenges. Purpose. The purpose of the study is to analyze the essence of the concept of «marketing security», to determine the specifics of tools and their importance in forming the economic security of agricultural enterprises. Materials and methods. The methodological basis of the work was the dialectical method of scientific knowledge, which allowed a comprehensive study of the essence and content of the marketing security of agricultural enterprises, taking into account its impact on their activities within the framework of economic security. As methodological tools for achieving this goal, the abstract and logical method, methods of theoretical generalisation, specification, analysis and synthesis were used. Results. On the basis of a critical analysis of scientific approaches to the interpretation of the category of «economic security of enterprises» and classifications of its elements, the validity of allocating its component — marketing security — is proved, and the author's own approach to defining the essence of this concept is proposed. A structural-logical scheme of the mechanism of formation and factors of influence upon marketing security of enterprise was developed. The features of agricultural production are analysed in the context of their influence on the specifics of the elements of the system of enterprises' marketing security in the industry. It is substantiated that the key element of this system should be systematic marketing research, which results in the development of a set of measures based on the elements of 4P, i. e., a reactive model of behavior, while achieving the long-term goals of the enterprise requires a proactive strategy for further activities. Discussion. In order to develop effective management measures at the micro and macro levels, further research is needed to assess the impact of marketing risks on the efficiency of agricultural enterprises and determine the level of their marketing security.