APPLICATION OF MARKETING TECHNIQUES TO PROMOTE PRODUCTSBY AGRICULTURAL ENTERPRISES IN THE CONDITIONS OF DEVELOPMENT OF THE DIGITAL ECONOMY
With the development of digital technology in the Russian economy is signifi- cantly changing a number of approaches to business. Now it is possible for many organizations to conduct their activities using a digital environment that allows not only to save money of the enterprise, but also to establish close ties with their customers, based on interaction with the help of elements of integrated marketing. So, for many organizations working in the field of agriculture, the emergence of digital technologies allowed technologically systematize and or- ganize all the main production processes of the enterprise. So integrated marketing gives the opportunity: to establish communication with the consumer; to organize the system of goods circulation; to determine the main directions for further development of the enterprise, through the study of the external and internal environment of the enterprise. In this paper we analyze the experience of foreign countries in the development of integrated marketing communications in the agricultural sector in terms of the digital economy. The role of integrated marketing communications in the agricultural sector of Russia is demonstrated. The application of digital technologies for enterprises of different ownership forms and sizes is estimated. The directions of integration of digital marketing elements for farmers and small-scale organizations are pre- sented. The perspective directions of realization of production of agrarian and industrial com- plex for farms and small-scale productions with use of the latest technologies are revealed. The importance of building a model of marketing relations between the producer and the consumer in modern conditions is shown. The financial importance of the use of integrated marketing communications in agriculture is estimated.