| Summary: | In the Republic of Moldova marketing activities in agriculture have not yet become widespread. This situation can be explained by the fact that many agricultural products are not grown or manufactured in sufficient quantities to meet the demand of domestic consumers, and the importance and role of marketing in conditions of shortage of goods remain insignificant, which is unjustified. The article highlights the need and the way of implementing marketing activities within agricultural enterprises. It specifies the term of agromarketing and analyzes the peculiarities of marketing activities for the production of white sea buckthorn, which is the subject of study in the framework of an institutional project called: ldquo;Development of technology for white sea buckthorn production in the ecological system and the processing of fruit and biomassrdquo;, approved for funding by the State Program for 2020-2023. This paper can be considered as the basis for developing a marketing policy for the cultivation of white sea buckthorn. It supports the need to develop a marketing policy that begins with the rationale for the implementation of activities based on the concept and principles of marketing and has the mission to convince agricultural entrepreneurs to implement marketing activities within agricultural enterprises. Activitatea de marketing în agricultură în Republica Moldova încă n-a obţinut o răspândire largă. Această situație se poate explica prin faptul că multe produse agricole sunt cultivate sau fabricate în cantităţi insuficiente pentru satisfacerea cererii consumatorilor autohtoni, iar importanţa şi rolul marketingului în condiţiile deficitului de mărfuri rămâne minor, ceea ce este nejustificat. În lucrare se argumentează necesitatea şi modalitatea de implementare a activităţii de marketing în cadrul entităţilor agricole. Se concretizează noțiunea de agromarketing și se analizează particularitățile activității de marketing la producerea cătinii albe, care este obiectul de studiu în cadrul proiectului ...
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