Въздействие и предизвикателства на дигиталния маркетинг в агрохранителната система. (Bulgarian)

The modern market positions digital marketing as a powerful intermediary between effective digital interaction, data interpretation capabilities and business growth, while expanding its impact potential to address various challenges to economic growth. The aim of the research is to systematize the main terms and to track the change in the demand and supply of agricultural food products, by examining the prices of the average consumer basket, the average income and household consumption in order to predict their dynamics and determine the main factors that identify them. The study covers the period from the first quarter of 2019 to the first quarter of 2023, in which our country is under the influence of two external economic factors of great importance for the macroeconomics: the global health crisis caused by COVID 19 and the subsequent war between Russia and Ukraine. A leading result of the analysis is the study of the economic behavior of the main market entities during various crisis situations and the adaptation of the business with the help of digital marketing. The results of the study reveal the possibilities for researching the macroeconomic framework and its dynamics, paying attention to the importance of digital marketing for the development of agri-food enterprises. [ABSTRACT FROM AUTHOR]

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