Аңдатпа
The theoretical and methodological foundations of the digital transformation of marketing and advertising in the agro-industrial complex of the Republic of Kazakhstan are explored. The need to transition from traditional marketing tools to digital communication models in the conditions of climate instability, territorial scale of markets and institutional constraints in the agricultural sector is justified. A systematic analysis of the economic nature of marketing costs is carried out and a functional classification is proposed, which reflects the main purpose of managing communication costs. Special attention is paid to the analysis of mathematical, statistical and evolutionary methods for optimizing marketing and advertising budgets. The scientific novelty of the study lies in substantiating the feasibility of using multi-criteria evolutionary algorithms (NSGA-II, NSGA-III) to manage digital marketing strategies of agricultural enterprises. A research hypothesis and practical recommendations are formulated for using the results obtained in the strategic management system of agricultural enterprises.