MODERN MARKETING APPROACHES TO EXPANDING EXPORT OPPORTUNITIES OF AZERBAIJANI AGRICULTURAL PRODUCTS

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This article comprehensively analyzes the role of modern marketing approaches in increasing the export potential of Azerbaijan's agricultural products. The primary objective of the study was to assess the potential of innovative marketing strategies to enhance the competitiveness of agricultural products in international markets. The study analyzed Azerbaijan's export potential, taking into account key trends in global agricultural markets, consumer behavior, and digital transformation processes. Methodologically, comparative analysis, systems approach, statistical analysis, and marketing research were used. The research results demonstrate that, in addition to traditional export mechanisms, the use of modern approaches such as digital marketing, branding, market segmentation, and value chain optimization can significantly strengthen the position of agricultural products in foreign markets. Specifically, promoting the "Made in Azerbaijan" brand, using e-commerce platforms, selecting target markets, 
and developing logistics infrastructure were identified as key factors for export expansion. Furthermore, ensuring compliance with quality standards, improving the certification system, and effectively managing marketing information are also important. 
The article offers practical recommendations for integrating modern marketing aijan's agricultural export potential, arguing that the application of these approaches will significantly contribute to the development of the country's non-oil sector.