Abstract
For the agro-industrial complex of Kazakhstan, the development and transformation of marketing are strategically important tools. This approach contributes to achieving environmental sustainability in the production sphere, strengthening positions in the market. The goal is to provide a management mechanism that allows you to adequately assess and predict the market situation, develop and implement models of marketing processes. Methods as a research methodology, an analytical approach was used, during which a significant amount of information necessary for analyzing and interpreting data, identifying the patterns and understanding of the essence of the object under study was processed, as well as interviews with farmers were used. Results - the study considers variables that have a beneficial effect on the strengthening of marketing activities in enterprises of an agricultural profile. The main aspects confirming the importance and effectiveness of marketing services in the agricultural sector, marketing approaches to adapt business entities to a competitive environment are outlined. The survey of entrepreneurs shows that awareness of digital innovations in agromarketing, environmental certification of products, logistics, fair trade principles, a sufficient level of infrastructure provision in rural areas, and the effectiveness of marketing policies are of great interest. Conclusions - the competitiveness of agri-food systems based on" green " technologies should be ensured by the optimal functioning of all stages of production, processing, storage, transportation and sale of agricultural products, as well as the participation of interested parties: manufacturers, distributors, consumers. The author notes that on the basis of empirical data, adaptation to an environmentally oriented market strategy for the needs of agribusiness will expand the competitive advantages of agricultural structures and their reputation, will make a significant contribution to the balanced growth of the agricultural sector in eco, sustainable interaction with the market segment, responsible brand promotion.