Аннотация
The article highlights the significant role of the dairy industry, and the analysis shows growing global interest in eco-friendly dairy products. Utilizing the Google Trends tool revealed high public interest in dairy farming and the dairy sector both in Ukraine and globally. Trends in Ukraine's agricultural dairy sector indicate a systematic decline in cattle numbers and a shift of the majority of dairy cows to private households. An analysis of the experience of developed countries, in particular the United States, has shown that dairy farmers are increasingly switching to organic production due to difficult market conditions for producers of conventional dairy raw materials. Globalisation processes require domestic producers to comply with international requirements for product quality and dairy quality management, which will allow them to become equal partners in global trade. Thanks to the proposed 7P marketing mix for dairy enterprises, it is possible to improve customer relations, increase market share, use resources more efficiently, and enhance profitability.