AXIOLOGY OF AGRICULTURAL LAND MARKETING

Semerkova Lyubov' Nikolaevna, Doctor of economic sciences, professor, head of sub-department of marketing, commerce and service sector, Penza State University (Penza, 40 Krasnaya str.), penzamarketing@mail.ru
Ulitskaya Natal'ya Yur'evna, Lecturer, sub-department of real estate cadastre and law, Penza State University of Architecture and Construction (Penza, 28 G. Titova str.), terramarket58@yandex.ru

332.72:63:54 

The article deals with the theory of value in the marketing of agricultural land. The authors analyze the structure of the value of land, the value and types of goods, as well as the dependence of the value of the preferences of consumers in rural areas, their segmentation, according to their generations, to the ground and purpose of its use. The researchers substantiate marketing tools based on the value-oriented and institutional approaches. 

value, surface-to-product, consumers, value creation, promotion of land, marketing of agricultural land. 

1. Antologiya ekonomicheskoy klassiki : v 2 t. – M. : Ekonomika, 1991, 1992.
2. Zemlya – klyuchevoy resurs ekonomiki : interv'yu orenburgskogo gubernatora. – URL: – http://www.nisse.ru/business/interview/interview_1307.html (data obrashcheniya: 12.10.2012).
3. Medvedev o privatizatsii zemel'. – URL: http://www.dp.ru/a/2012/07/27/Medvedev_ o_privatizacii_z/
4. Putin prizval obespechit' dostup grazhdan k dannym o svobodnykh zemlyakh. – URL: http://www.ria.ru/trend/land_resources_09102012/
5. Kotler, F. Marketing menedzhment : [per. s angl.] / F. Kotler, K. L. Keller. – SPb. : Piter, 2007. – 480 s.
6. Lipsits, I. V. Tsennost' tovara: ot chego ona zavisit i kak ee opredelit' / I. V. Lipsits. – URL: http://oldsuvenir.segment.ru (data obrashcheniya: 12.10.2012).
7. Nikolaev, A. M. Predpriyatie kak sistema sozdaniya tsennosti / A. M. Nikolaev. – URL: m-economy.ru›art.php?nArtId=2665 (data obrashcheniya: 10.10.2012).
8. Sbornik metodov poiska novykh idey i resheniy upravleniya kachestvom / sost. V. V. Efimov. – Ul'yanovsk : UlGTU, 2011. – 194 s.
9. Sheth, J. N. Why We Buy What We Buy: A Theory of Consumption Values / J. N. Sheth, V. I. Newman, B. L. Gross. // J. of Bus. Res. – 1991. – № 22.
10. Strauss, W. The Fourth Turning: An American Prophecy – What the Cycles of History Tell Us About America's Next Rendezvous with Destiny / W. Strauss, N. Howe. – N. Y. : Broadway Books, 1997.
11. Porter, M. E. Competitive Advantage: Creating and Sustaining Superior Performance / M. E. Porter. – N. Y. : Free Press, 1985.
12. Norton, D. Sbalansirovannaya sistema pokazateley: Ot strategii k deystviyu / D. Norton, R. Kaplan. – M. : Olimp-Biznes, 2010. – 320 s.
13. Crawford, F. The Myth of Excellence: Why Great Companies Never Try to Be the Best at Everything / F. Crawford, R. Mathews. – N. Y. : Crown Business, 2001.
14. Meshcheryakov, T. V. Kontseptsiya i instrumentariy upravleniya marketingom territorii v usloviyakh kreativnoy ekonomiki (teoriya i metodologiya) : avtoref. dis. … dokt. ekonom. nauk / Meshcheryakov T. V. – SPb., 2011.