МАРКЕТИНГОВЕ УПРАВЛІННЯ ЛАНЦЮГАМИ ПОСТАВОК АГРАРНОЇ ПРОДУКЦІЇ: ДЕРЖАВНА ПІДТРИМКА В УМОВАХ ВОЄННОГО СТАНУ, MARKETING MANAGEMENT OF AGRICULTURAL SUPPLY CHAINS: STATE SUPPORT UNDER MARTIAL LAW

<jats:p>Russia’s full-scale invasion has disrupted agricultural supply chains in Ukraine through infrastructure destruction, blocked routes, higher logistics and insurance costs, resource shortages, and unstable market access. These conditions require revised marketing and logistics approaches and closer coordination between business decisions and public support. The study aims to substantiate directions for improving the marketing management of agricultural product supply chains and to define the role of state support in ensuring their resilience, adaptability, and continuity under martial law. Methodologically, the study applies systemic and process approaches, analysis, synthesis, comparison, structural-functional analysis, and structural-logical modelling. The practical value of the results lies in the possibility of using the proposed mechanism and assessment criteria when designing public support programmes and managerial decisions aimed at strengthening the resilience of agricultural supply chains. The study identifies key transformations in agricultural marketing logistics: diversification of sales markets and routes, expansion of multimodal transport, changes in pricing and contracts, use of digital monitoring, and dependence on border, storage, and transshipment infrastructure. A mechanism integrating marketing tools with state support is proposed. It combines market research, demand forecasting, channel diversification, inventory and contract management, digital coordination, concessional lending, logistics cost compensation, war-risk insurance, state guarantees, support for exports and processing, and infrastructure programmes. Criteria for assessing the effectiveness of state support are proposed, including accessibility for small and medium-sized producers, logistics cost reduction, capacity restoration, export growth, market diversification, employment effects, transparency, and budget efficiency. Agricultural supply chain resilience depends on coordinated marketing, logistics, financial, digital, and public policy instruments. The proposed mechanism can reduce supply disruptions and transaction costs, strengthen enterprise competitiveness, preserve export potential, and contribute to national food security.</jats:p>