N. Obukhova, D. Prima, Strategy of sustainable marketing as part of the overall program of sedentary development.
DOI:
https://doi.org/10.31498/2225-6407.18.2018.180389Keywords:
sustainable development, smart consumption, marketing, responsibility.Abstract
The article considers the essence of the principles of sustainable development and analyzes the systems of challenges that influenced the emergence of this concept. The article notes the effectiveness of the use of sedentary-based interaction tools between economic entities of economic systems. Sustainable production is aimed at improving products and / or production processes in order to reduce resource consumption, the use of hazardous materials and the production of waste and pollutants in the provision of products. It is researched that the use of sustainable marketing in enterprises provides a competitive advantage, increases the positive impact on the development of society and the environment. It has been determined that sustainable marketing is a holistic, integrative approach that provides equal emphasis on environmental, social justice and economic issues in the development of marketing strategies. The article defines the essence of the concept of "reasonable consumption" as a tool to counteract environmental, social and economic irresponsibility. As a result, sustainable consumption policies and initiatives are growing, given the impact of processes, as well as products, services, and goods. The authors noted that stimulating innovation based on sustainability attributes, companies can also consider actions based on existing products. It has been proven that a larger portfolio transformation can be developed by rebranding or re-categorizing existing sustainable products (services). Stable marketing practices imply even greater importance and relevance in developing countries. Marketing, like other functional areas of the business, contributes to the environmental, social and economic problems facing today's world, іncluding the problem of developing and implementing a sustainable marketing strategy for an enterprise within the overall family development program, which should be consistent with its use.
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