Analysis of the current state and trends in marketing and logistics management in the agricultural sector: diagnosis of models and trends for 2024–2025

Анотація

The article provides a comprehensive analysis of the transformation within marketing and logistics management systems in the agro-industrial complex (AIC), driven by the convergence of global geopolitical instability and climatic shifts during 2024–2025. The research diagnoses modern management models, identifying a fundamental transition from reactive crisis management to innovative-adaptive strategies. These strategies are increasingly based on the synergy of artificial intelligence (AI), blockchain technologies, and “Nature Positive” agricultural frameworks. The study details the profound impact of digitalization on marketing communications, highlighting the evolution of Data-Driven Marketing, hyper-segmentation, and the rise of personalized nutrition positioning. A significant portion of the research focuses on logistical innovations, specifically the integration of autonomous AI agents, the implementation of Digital Twins for scenario modeling, and advanced fleet management platforms to optimize multimodal transportation networks. In the specific context of Ukraine, the article analyzes the structural architectural changes in export logistics necessitated by the disruption of deep-water port operations and the subsequent development of “Solidarity Lanes.” The author substantiates a strategic shift in crop structures toward high-margin oilseeds and enhanced domestic processing as vital mechanisms to offset escalating logistical costs and security risks. Furthermore, the study demonstrates that the adoption of Monitoring, Reporting, and Verification (MRV) systems for regenerative agriculture, alongside blockchain-based traceability, is a prerequisite for integrating domestic agribusiness into the European Union market and for securing “green” investment. The conclusions emphasize that the future competitiveness of agricultural enterprises in 2025 and beyond will depend on their capacity to build resilient, digitalized, and transparent food systems. The practical value of the study lies in its diagnostic approach to management models that ensure food security and export sustainability amid unprecedented market volatility. Keywords: agricultural marketing, agrologistics, artificial intelligence, regenerative agriculture, digital twins, multimodal transportation, Solidarity Lanes, blockchain traceability, economic resilience, AgTech, Nature Positive.

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