caerCentral Asian Economic ReviewCentral Asian Economic Review2789-43982789-4401Университет Нархоз10.52821/2789-4401-2025-6-141-155caer-1677Research ArticleБИЗНЕС И УПРАВЛЕНИЕ: ПРОБЛЕМЫ И РЕШЕНИЯBUSINESS AND GOVERNANCE: ISSUES AND SOLUTIONSМаркетинговые стратегии в сельском хозяйстве и их связь с производительностью отрасли: систематический обзор литературыMarketing strategies in agriculture and their relationship with agricultural productivity: a systematic literature reviewhttps://orcid.org/0009-0000-3303-1792СмановаА. Б.SmanovaA. B.

Алматы

Almaty

a.smanova@narxoz.kzhttps://orcid.org/0000-0002-4853-6686НурпеисоваА. А.NurpeissovaA. A.

Алматы

Almaty

aigul.nurpeisova@narxoz.kzhttps://orcid.org/0000-0003-4277-7355ДжангарашеваН. В.DzhangarashevaN. V.

Алматы

Almaty

nazymkul@mail.ruУниверситет НархозКазахстанNarxoz UniversityKazakhstanУниверситет ТуранКазахстанTuran UniversityKazakhstan20252602202606141155Copyright © Сманова А.Б., Нурпеисова А.А., Джангарашева Н.В., 20262026Сманова А.Б., Нурпеисова А.А., Джангарашева Н.В.Smanova A.B., Nurpeissova A.A., Dzhangarasheva N.V.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://caer.narxoz.kz/jour/article/view/1677Цель исследования

Цель исследования. Провести систематический анализ влияния маркетинговых стратегий на производительность сельского хозяйства, определить основные методы и региональные особенности существующих исследований, а также выявить исследовательские пробелы и предложить направления для будущих исследований.

Методология

Методология. В статье проведен систематический обзор литературы (systematic literature review), посвящённой влиянию маркетинговых стратегий на производительность сельского хозяйства. В ходе исследования были проанализированы 22 научные статьи, опубликованные в базе данных Google Scholar в 20010–2025 гг., с применением методов тематического и контент-анализа.

Научная новизна / ценность исследования. Исследование комплексно оценивает влияние маркетинговых стратегий на производительность сельского хозяйства, сопоставляя тенденции в развивающихся и развитых странах. Определены малоизученные направления — устойчивость, рыночная ориентация, жизнеспособность и зелёный маркетинг, что позволяет обозначить ориентиры для будущих научных разработок.

Результаты исследования

Результаты исследования. Показано, что хотя понятия «маркетинговые стратегии» и «производительность» часто встречаются совместно, лишь немногие исследования устанавливают их прямую взаимосвязь. В большинстве работ применяются описательный и регрессионный анализы. Отмечено, что в развивающихся странах исследования в области агромаркетинга проводятся активнее, чем в развитых. Обнаружены пробелы в изучении взаимосвязи маркетинговых стратегий с устойчивостью, рыночной ориентацией и зелёным маркетингом.

Research Objective

Research Objective. To conduct a systematic analysis of the impact of marketing strategies on agricultural productivity, identify methodological and regional patterns in existing studies, and determine research gaps for future investigations.

Methodology

Methodology. This study applies a systematic literature review (SLR) of research examining the relationship between marketing strategies and agricultural productivity. A total of 22 peer-reviewed articles published in Google Scholar between 20010 and 2025 were analyzed using thematic and content analysis methods.

Originality / Value of the Study. The study provides a comprehensive assessment of how marketing strategies influence agricultural productivity by comparing research trends in developing and developed countries. It identifies underexplored areas such as sustainability, viability, market orientation, and green marketing, offering guidance for future research directions.

Research Findings

Research Findings. Although “marketing strategies” and “productivity” frequently appear together in academic literature, few studies directly link these variables. Most papers rely on descriptive and regression analyses. The results reveal that developing countries show greater interest in agricultural marketing studies compared to developed ones. Significant research gaps remain in exploring the relationship between marketing strategies and sustainability, viability, market orientation, and green marketing.

маркетинговые стратегиисельское хозяйствопроизводительностьсистематический обзор литературыаграрный маркетингmarketing strategiesagricultureproductivitysystematic literature reviewagricultural marketingReferencesМемлекет басшысы Қасым-Жомарт Тоқаевтың «Әділетті мемлекет. Біртұтас ұлт. Берекелі қоғам» атты Қазақстан халқына Жолдауы [Электронды ресурс] // Қазақстан Республикасы Президентінің ресми сайты [web-сайт]. – 2025. – URL: https://www.akorda.kz/kz/memleket-basshysy-kasym-zhomarttokaevtyn-kazakstan-halkyna-zholdauy-181416 (қаралған күні: 03.09.2025)Toqaev, Q.-J. (2025). Ädiletti memleket. Birtūtas ūlt. Berekeli qoğam [A fair state. A united nation. A prosperous society]. Official website of the President of the Republic of Kazakhstan. Retrieved September 3, 2025, from https://www.akorda.kz/kz/memleket-basshysy-kasym-zhomart-tokaevtyn-kazakstan-halkynazholdauy-181416 (Kazakh)Rockström, J., Williams, J., Daily, G. et al. Sustainable intensification of agriculture for human prosperity and global sustainability // Ambio. – 2017. – № 46 (1), – P. 4–17. – DOI: 10.1007/s13280-016-0793-6,2-s2.084978173663.Rockström, J., Williams, J., Daily, G., et al. (2017). Sustainable intensification of agriculture for human prosperity and global sustainability. Ambio, 46(1), 4–17. https://doi.org/10.1007/s13280-016-0793-6Raji, E., Ijomah, T. I., Eyieyien, O. G. Strategic management and market analysis in business and agriculture: A comparative study // International Journal of Management & Entrepreneurship Research. – 2024. – № 6(7). – P. 2125-2138. – DOI: 10.51594/ijmer.v6i7.1261.Raji, E., Ijomah, T. I., & Eyieyien, O. G. (2024). Strategic management and market analysis in business and agriculture: A comparative study. International Journal of Management & Entrepreneurship Research, 6(7), 2125–2138. https://doi.org/10.51594/ijmer.v6i7.1261Njonjo, A., Njeru, W., Kibera, F., Owino, J. Marketing Strategies and Export Performance of Fresh Produce Firms in Kenya // Journal of Marketing and Consumer Behaviour in Emerging Markets. – 2021. – № 2 (13). – P. 37-56. – DOI: 10.7172/2449-6634.jmcbem.2021.2.3.Njonjo, A., Njeru, W., Kibera, F., & Owino, J. (2021). Marketing strategies and export performance of fresh produce firms in Kenya. Journal of Marketing and Consumer Behaviour in Emerging Markets, 2(13), 37–56. https://doi.org/10.7172/2449-6634.jmcbem.2021.2.3Джангарашева Н.В., Шакенова М.Б., Алиева Ж.Ж. Развитие маркетинга в агропромышленном комплексе // Проблемы агрорынка. – 2019. – № 1. – P. 55-62.Dzhangarasheva, N. V., Shakenova, M. B., & Alieva, Zh. Zh. (2019). Razvitie marketinga v agropromyshlennom komplekse [Development of marketing in the agro-industrial complex] (Russian). Problemy agrorynka, (1), 55–62.Bahorka, M., Kvasova, L., Kravets, O. Formation of a marketing system for the sale of products of an agricultural enterprise // Pryazovskyi Economic Herald. – 2023. – № 2(4). – DOI: 10.32840/25224263/2023-1-3.Bahorka, M., Kvasova, L., & Kravets, O. (2023). Formation of a marketing system for the sale of products of an agricultural enterprise. Pryazovskyi Economic Herald, 2(4). https://doi.org/10.32840/2522-4263/2023-1-3Lyubenov, L. Marketing strategies and policies of the agricultural sector // Journal of Mountain Agriculture on the Balkans. – 2020. – №23(3).– P. 256–277.Lyubenov, L. (2020). Marketing strategies and policies of the agricultural sector. Journal of Mountain Agriculture on the Balkans, 23(3), 256–277.Болатбек, Б.Б., Сәтбаева Г.С., Дүйсебаева А. М. Органикалық ауыл шаруашылығын дамытуда жасыл маркетингтің рөлі // Central Asian Economic Review. – 2024. – № 1(154). – P. 55-59. – DOI:10.46666/2025-1.2708-9991.15.Bolatbek, B. B., Sätbaeva, G. S., & Düisebaeva, A. M. (2024). Organikalyq auyl sharuaşylyğyn damytuda jasyl marketingtiñ röli [The role of green marketing in the development of organic agriculture]. Central Asian Economic Review, 1(154), 55–59. https://doi.org/10.46666/2025-1.2708-9991.15 (Kazakh)Mistry, S., Tibuinda N.T., Gerry B. The influence of marketing mix strategy on sales performance of small-scale milk producers in Mwanza city, Tanzania // Global Scientific and Academic Research Journal of Economics, Business and Management. – 2023. – №2(11) ). – P.131-143. – DOI: 10.58216/kjri.v11i1.95.Mistry, S., Tibuinda, N. T., & Gerry, B. (2023). The influence of marketing mix strategy on sales performance of small-scale milk producers in Mwanza city, Tanzania. Global Scientific and Academic Research Journal of Economics, Business and Management, 2(11), 131–143. https://doi.org/10.58216/kjri.v11i1.95Raji, E., Ijomah, T. I., Eyieyien, O. G. Strategic management and market analysis in business and agriculture: A comparative study // International Journal of Management & Entrepreneurship Research. – 2024. – № 6(7). – P. 2125-2138. – DOI: 10.51594/ijmer.v6i7.1261.Raji, E., Ijomah, T. I., & Eyieyien, O. G. (2024). Strategic management and market analysis in business and agriculture: A comparative study. International Journal of Management & Entrepreneurship Research, 6(7), 2125–2138. https://doi.org/10.51594/ijmer.v6i7.1261Lubis, N.W. Resource Based View (RBV) in Improving Company Strategic Capacity // Research Horizon. – 2022. – №2. – P. 587-596. – DOI: 10.54518/rh.2.6.2022.587-596.Lubis, N. W. (2022). Resource-based view (RBV) in improving company strategic capacity. Research Horizon, 2, 587–596. https://doi.org/10.54518/rh.2.6.2022.587-596Тагай А.A., Сыздыкова К.Ш., Халмурзаева К.Р. Технология "Big Data" в цифровой трансформации экономики // Qainar Journal of Social Science. – 2023. – № 2(2). – P. 76-94. – DOI:10.58732/29587212-2023-2-77-95.Tagai, A. A., Syzdykova, K. Sh., & Khalmurzaeva, K. R. (2023). Tekhnologiia “Big Data” v tsifrovoi transformatsii ekonomiki [Big Data technology in the digital transformation of the economy] Qainar Journal of Social Science, 2(2), 76–94. https://doi.org/10.58732/2958-7212-2023-2-77-95 (Russian).Gupta, U., Sharma, R. A Study of Cloud-Based Solution for Data Analytics // Data Analytics for Internet of Things Infrastructure. – 2023. – № 6(7). – P. 145-161. – DOI:10.1007/978-3-031-33808-3_9.Gupta, U., & Sharma, R. (2023). A study of cloud-based solution for data analytics. In Data analytics for Internet of Things infrastructure (pp. 145–161). https://doi.org/10.1007/978-3-031-33808-3_9Sgroi, F., Donia, E., Franco, M., Mineo, A. M. Marketing Strategy, Social Responsibility, and Value Chain in the Agri-food System // HortScience. – 2020. – № 55(2). – P. 208-215. – DOI: 10.21273/HORTSCI14692-19.Sgroi, F., Donia, E., Franco, M., & Mineo, A. M. (2020). Marketing strategy, social responsibility, and value chain in the agri-food system. HortScience, 55(2), 208–215. https://doi.org/10.21273/HORTSCI14692-19Cheruiyot, D. K. Influence of marketing mix strategies on sales performance of bixa orellana among small scale farmers in Kwale county, Kenya: Doctoral Dissertation/ Cheruiyot, D. K. Kenya, 2021.Cheruiyot, D. K. (2021). Influence of marketing mix strategies on sales performance of Bixa orellana among small-scale farmers in Kwale County, Kenya (Doctoral dissertation).Koç, A.A. Market Strategies of the Agro-Food Firms: The Turkish Experience // The mediterranean diet for sustainable regional development. – 2012. – №14. – P. 283-303. – DOI:10.3917/scpo.chea.2012.02.0283.Koç, A. A. (2012). Market strategies of the agro-food firms: The Turkish experience. The Mediterranean Diet for Sustainable Regional Development, (14), 283–303. https://doi.org/10.3917/scpo.chea.2012.02.0283Kisa, D., Mwaura, P., Tanui, J. K. The Influence of Marketing Mix Strategies on the Sales Performance of Small Scale Bixa Ollerana Farmers in Kwale County, Kenya // Kabarak Journal of Research & Innovation. – 2021. – № 11(1). – P. 69-84. – DOI: 10.58216/kjri.v11i1.95.Kisa, D., Mwaura, P., & Tanui, J. K. (2021). The influence of marketing mix strategies on the sales performance of small-scale Bixa orellana farmers in Kwale County, Kenya. Kabarak Journal of Research & Innovation, 11(1), 69–84. https://doi.org/10.58216/kjri.v11i1.95Bayjanov, S., Ismaylov, K., Nurimbetov, T., Bekbosinov, Q. K. Use of Marketing Methods in the Development of Strategies for Diversification of Agricultural Production in the Republic of Karakalpakstan // Solid State Technology. – 2021. – № 63(4). – P. 516-522.Bayjanov, S., Ismaylov, K., Nurimbetov, T., & Bekbosinov, Q. K. (2021). Use of marketing methods in the development of strategies for diversification of agricultural production in the Republic of Karakalpakstan. Solid State Technology, 63(4), 516–522.Al-Oun, S. Case study: marketing strategies and performance of small and medium agro-farm businesses in Badia of Jordan // International Journal of Globalisation and Small Business. – 2012. – № 4(4). – P. 284307. – DOI: 10.1504/IJGSB.2012.049271.Al-Oun, S. (2012). Case study: Marketing strategies and performance of small and medium agrofarm businesses in Badia of Jordan. International Journal of Globalisation and Small Business, 4(4), 284–307. https://doi.org/10.1504/IJGSB.2012.049271Devakumar, G., Barani, G. Marketing strategies for competitive advantage: structural equation modelling approach on agricultural sector industry in South India // International Journal of Business Excellence. – 2016. – № 9(2). – P. 225-239. – DOI: 10.1504/IJBEX.2016.074847.Devakumar, G., & Barani, G. (2016). Marketing strategies for competitive advantage: Structural equation modelling approach on agricultural sector industry in South India. International Journal of Business Excellence, 9(2), 225–239. https://doi.org/10.1504/IJBEX.2016.074847Davidavičienė, V., Fayad, C., Gergess, M. Integrating sustainable development into their marketing strategy: practices of Lebanese agri-food industries // Business: Theory and Practice. – 2024. – №25. – P. 2435. – DOI: 10.3846/btp.2024.19457.Davidavičienė, V., Fayad, C., & Gergess, M. (2024). Integrating sustainable development into their marketing strategy: Practices of Lebanese agri-food industries. Business: Theory and Practice, 25, 24–35. https://doi.org/10.3846/btp.2024.19457Nzowa, S. Factors Affecting Marketing Performance of Grape Fruits in Tanzania: A Case of Hombolo Ward in Dodoma: Doctoral Dissertation/ Nzowa, S.-Tanzania, 2020.Nzowa, S. (2020). Factors affecting marketing performance of grape fruits in Tanzania: A case of Hombolo Ward in Dodoma (Doctoral dissertation).Plakias, Z.T, Demko, I, Katchova, A.L. Direct marketing channel choices among US farmers: evidence from the Local Food Marketing Practices Survey // Renewable Agriculture and Food Systems. – 2020. – № 35(5). – P. 475-489. – DOI:10.1017/S1742170519000085.Plakias, Z. T., Demko, I., & Katchova, A. L. (2020). Direct marketing channel choices among U.S. farmers: Evidence from the Local Food Marketing Practices Survey. Renewable Agriculture and Food Systems, 35(5), 475–489. https://doi.org/10.1017/S1742170519000085Park, T., Mishra, A. K., Wozniak, S. J. Do farm operators benefit from direct to consumer marketing strategies? // Agricultural Economics. – 2014. – № 45 (2). – P. 213-224. – DOI: 10.1111/agec.1204.Park, T., Mishra, A. K., & Wozniak, S. J. (2014). Do farm operators benefit from direct-to-consumer marketing strategies? Agricultural Economics, 45(2), 213–224. https://doi.org/10.1111/agec.1204Uematsu, H., Mishra, A. K. Use of direct marketing strategies by farmers and their impact on farm business income // Agricultural and Resource Economics Review. – 2011. – №40(1). – P. 1-19. – DOI: 10.1017/S1068280500004482.Uematsu, H., & Mishra, A. K. (2011). Use of direct marketing strategies by farmers and their impact on farm business income. Agricultural and Resource Economics Review, 40(1), 1–19. https://doi.org/10.1017/S1068280500004482Ngenoh, G. C. Effects of Marketing Strategies on Product Line Margins Amongthe Cassava Microenterprises in Migori County, Kenya: Doctoral dissertation/ Ngenoh, G. C. Kenya, 2021.Ngenoh, G. C. (2021). Effects of marketing strategies on product line margins among cassava microenterprises in Migori County, Kenya (Doctoral dissertation).Micheels, E. T., Boecker, A. Competitive strategies among Ontario farms marketing direct to consumers // Agricultural and Food Economics. – 2017. – №5. – P. 1-23. – DOI: 10.1186/s40100-017-0079-8.Micheels, E. T., & Boecker, A. (2017). Competitive strategies among Ontario farms marketing direct to consumers. Agricultural and Food Economics, 5, 1–23. https://doi.org/10.1186/s40100-017-0079-8Saparova, G., Khan, G.D., Joshi N.P. Linking farmers to markets: assessing small-scale farmers' preferences for an official phytosanitary regime in the Kyrgyz Republic // Economic Analysis and Policy. – 2024. – №81 (5). – P. 696-708. – DOI:210.1016/j.eap.2023.12.016.Saparova, G., Khan, G. D., & Joshi, N. P. (2024). Linking farmers to markets: Assessing small-scale farmers’ preferences for an official phytosanitary regime in the Kyrgyz Republic. Economic Analysis and Policy, 81, 696–708. https://doi.org/10.1016/j.eap.2023.12.016Kusumawati, R.D., Oswari, T., Yusnitasari, T., Dutt, H. Analysis of Marketing Mix and Website Performance on E-marketplace of Agricultural Products // ICT Analysis and Applications. – 2022. – №314. – P. 437-444. – DOI:10.1007/978-981-16-5655-2_42.Kusumawati, R. D., Oswari, T., Yusnitasari, T., & Dutt, H. (2022). Analysis of marketing mix and website performance on e-marketplace of agricultural products. ICT Analysis and Applications, 314, 437–444. https://doi.org/10.1007/978-981-16-5655-2_42Njonjo M.W, Muthomi J.W, Mwang’ombe A.W. Production practices, postharvest handling, and quality of cowpea seed used by farmers in Makueni and Taita Taveta Counties in Kenya – M.: 2019. – P.12.Njonjo, M. W., Muthomi, J. W., & Mwang’ombe, A. W. (2019). Production practices, postharvest handling, and quality of cowpea seed used by farmers in Makueni and Taita Taveta Counties in Kenya. Nairobi.Loeb, S., Dynarski, S., McFarland, D., Morris, P., Reardon, S., Reber, S., Descriptive analysis in education: A guide for researchers. –M.: 2017. – P. 123.Loeb, S., Dynarski, S., McFarland, D., Morris, P., Reardon, S., & Reber, S. (2017). Descriptive analysis in education: A guide for researchers. New York.

The authors declare that there are no conflicts of interest present.