FORMATION OF CUSTOMER-CENTRIC MARKETING POLICY OF AGRICULTURAL ENTERPRISES BASED ON DATA

The agricultural sector is undergoing a fundamental shift from product-oriented to customer-centric sales approaches, driven by digitalization and increasing availability of behavioral data. This chapter develops a scientific and methodological framework for building a customer-centric sales policy for agricultural enterprises based on data integration. The study employs systemic and comparative analysis, RFM segmentation, customer lifetime value modeling, and matrix methods to construct a multi-criteria client segmentation methodology adapted for agricultural specifics. A personalization matrix linking six customer segments to six elements of the sales mix is proposed, along with a process model comprising eight sequential stages grouped into three implementation phases. The organizational mechanism includes a maturity assessment framework, a KPI system across four hierarchical levels, and scenario-based projections of retention rate dynamics over a three-year horizon. Results demonstrate that strategic partners and growing segments generate disproportionately higher lifetime value relative to service costs, while digital channels show the highest efficiency for smaller and declining segments. The findings contribute to the theoretical foundations of agricultural marketing by integrating data-driven tools into sales policy formation and offer practical recommendations for phased implementation in agricultural enterprises operating under conditions of seasonal demand and supply chain complexity.