Using digital marketing approaches in biotechnology production

Authors

DOI:

https://doi.org/10.33730/2310-4678.4.2021.253086

Keywords:

ecological marketing, biotechnological production, digital approaches, marketing communications, environmental economy, agriculture

Abstract

The effectiveness of using digital marketing tools and various functions for biotechnological production is substantiated. Their main functions, advantages, as well as the main criteria, are covered, indicating their effectiveness at the present stage and the possibility of their future use in the future. The stages of conducting research on the market of biological preparations on agricultural lands and enterprises that are direct consumers of biopreparations are substantiated. Also illuminates the connection of the marketing link between manufacturers of data at the C2C level and their feedback. The expediency of using each individual instrument, depending on the situation of a biotechnological enterprise in the market, as well as the situation where the company is expedient to pay attention to the indicated indicators. The stages of using targeted advertising for biotechnological companies are determined, the efficiency of launching an advertising campaign in a digital plane is analyzed. In particular, the main approaches to using targeted advertising are identified, stages and real examples of modern biotechnological companies operating in the Ukrainian market, and, accordingly, reflect the real state of development of digital marketing tools in the biotechnological branch of agriculture in Ukraine.

Author Biographies

A. Haidar, Institute of Agroecology and Nature Management of NAAS

Doctor of Philosophy in Economics

N. Zinovchuk, Institute of Agroecology and Nature Management of NAAS

Doctor of Economics, Professor, Head of the Ecological Management Sector

V. Lazarenko, Institute of Agroecology and Nature Management of NAAS

Doctor of Philosophy in Economics, Head of the Department of Economics of Environmental Management in Agrosphere

References

Amerykanska asotsiatsiia marketynhu — American Marketing Association. URL: www.MarketingPower. com [in English].

Gaidar, A. (2020). Instrumentarii ekolohichnoho marketynhu v biotekhnolohichnomu vyrobnytstvi [Environmental marketing toolkit in biotechnological production]. Ekonomichnyi dyskurs — Economic discourse, 3, 7–15 [in Ukrainian].

Zinovchuk, N., Rashchenko, A. (2015). Ekolohichnyi marketynh: navch. posibn. [Environmental marketing: tutorial]. Zhytomyr: Vyd-vo ZhDU im. I. Franka [in Ukrainian].

Kotler, F. (2001). Marketing menedzhment [Marketing Management]. Sankt-Peterburg: Piter [in Russian].

Kotler, F. (2007). Osnovy marketinga [Fundamentals of Marketing]. Izdatelskiy dom «Vilyame» [in Russian].

Lamben, J. (1996). Strategicheskiy marketing [Strategic marketing]. Moskva: Nauka [in Russian].

Lamben, J. (2006). Menedzhment, orientirovannyy na rynok: strategicheskiy marketing i operatsionnyy marketing [Market-oriented management: strategic marketing and operational marketing]. SPB.: Piter [in Russian].

Lazarenko, V. (2016). Sutnist ekolohichnoho marketynhu v ahrarnomu sektori ekonomiky [The essence of environmental marketing in the agricultural sector of the economy]. Zbalansovane pryrodokorystuvannia — Balanced environmental management, 2, 59–65 [in Ukrainian].

Sadchenko, O., Kharichkov, S. (2007). Marketynh ekolohichno spriamovanoi innovatsiinoi diialnosti. Problemy upravlinnia innovatsiinym pidpryiemnytstvom ekolohichnoho spriamuvannia [Marketing of environmentally friendly innovation. Problems of management of innovative entrepreneurship of ecological direction]. Sumy: Universytetska knyha [in Ukrainian].

Ottman, J. (2011). The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding. San Francisco: Berrett-Koehler Publishers [in English].

Polonsky, M. (1994). An introduction to Green Marketing. Electronic Green Journal. Vol. 1 (2). URL: http://egj.lib.uidaho.edu/ egj02 [in English].

Tolliver-Nigro H. (2009). Green Marketing: What’s All the Fuss? URL: http://inspiredeconomist.com/2009/06/29/green-marketing-whats-all-the-fuss [in English].

Zinovchuk, N., Orel, O. (2016). Ecological Consideration of Ukrainian Agribusiness. Agrarian perspectives xxv: Global and Еuropean challenges for food production, agribusiness and the rural economy. Czech republic, 401–408 [in English].

Downloads

Published

2021-10-28

Issue

No. 4 (2021)

Section

Articles

License

  1. The authors reserve the right to authorship their work and pass the journal the right to publish this work under a Creative Commons Attribution License license, which allows other persons to freely distribute the published work with the obligatory The authors of the original work and the first publication of this magazine.
  2. The authors have the right to make independent additional agreements on the nonexclusive dissemination of the work in the form in which it was published by this magazine (for example, to post work in the company's electronic storage or to publish as a monograph) , subject to the first publication of the link to this journal.
  3. Journal policy allows and encourages the placement of authors on the Internet (for example, in the repositories of institutions or on personal websites) manuscript work as to the presentation of this manuscript to the editorial board and during its editorial processing, as it contributes to The productive scientific discussion and positively affects the efficiency and dynamics of citation published work (see The Effect of Open Access).