Management of innovative marketing techniques as an effective business tool

  • Ruslana Levkina Kharkiv Petro Vasylenko National Technical University of Agriculture
  • Anna Petrenko Kharkiv Petro Vasylenko National Technical University of Agriculture
Keywords: innovations in marketing, agricultural products labeling, marketing in entrepreneurship, efficiency of business activity.


Purpose. The purpose of the article is to highlight the ways of marketing labeling of agricultural products as effective aspect of business and their interpretation in a clear form to consumers.

Methodology / approach. Research of optimization and correct choosing ways of agricultural product marketing labeling based on the following methods: analysis and comparative characteristics used in world practice labeling methods; methods of decision-making marketing.

Results. According to the recent market trends, labeling of agricultural products acquires varied complicated structure, which makes some difficulties to consumers orientation in labeling types, and, at the same time, complicates the business of agricultural products producers and processors, in consequence of which, marketing potential of business efficiency improving is not fully realized. This article explores ways to streamline marketing labeling for agricultural products, as an effective tool for innovative marketing, and their interpretation in an understandable for the consumer form as an aspect of effective entrepreneurship. As a result of the study, the authors developed and proposed a method for labeling agricultural products, which is based on the most common marketing labeling methods and includes their characteristics.

Originality / scientific novelty. Author’s developed method of marketing labeling is a combination in the same tabular form of the information that will be useful for consumers, and it will beneficially allocate products among competitors and will encourage the purchase. Accordingly, the proposed method provides a list of the most used labeling types, their characteristics, so, labeling type which corresponds to a specific product, released in the table by color, that makes thus labeling type a comprehensive and effective. The need for separate labeling of the nitrates concentration in agricultural products is due to the popularity of consumer requests and the complexity of determining this indicator in household way.

Practical value / significance. Using the author’s proposed labeling method for agricultural products leads to the achievement of the following results: informing consumers without additional information sources; process oriented consumer choice; assessment of competitive advantages in accordance with the production method; increase the volume of sales that increases the efficiency of enterprise economic activity. The research helps resolve problems streamlining marketing labeling methods for agricultural products and their interpretation in a clear form to consumers, and, also, used as an effective entrepreneurship marketing tool. 


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How to Cite
Levkina, R., & Petrenko, A. (2019). Management of innovative marketing techniques as an effective business tool. Agricultural and Resource Economics: International Scientific E-Journal, 5(1), 37-47.