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A COMPREHENSIVE APPROACH TO THE DETERMINATION OF THE ENVIRONMENTAL MARKETING COMPONENTS IN THE MANAGEMENT SYSTEM OF THE ENTERPRISE SUSTAINABLE DEVELOPMENT

N. Vasiutkina () and M. Zuy ()
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N. Vasiutkina: Head of the Department of Marketing and Practical Business of the private higher educational establishment "Yevropeiskyi Universytet"
M. Zuy: postgraduate student of the Department of Marketing and Practical Business of the private higher educational establishment "Yevropeiskyi Universytet"

Economics of Development, 2017, vol. 81, issue 1, 70-77

Abstract: The components of environmental marketing and their relationship with the management subsystems of the enterprise sustainable development have been determined with the use of a comprehensive approach. The relevance of environmental marketing in the enterprise sustainable development management has been substantiated. The meaningfulness of the following conceptual marketing approaches has been analyzed: state marketing, territorial marketing, cognitive marketing, marketing of relationship and internal marketing. The key aspects of the relationship and interaction of these concepts with environmental marketing have been identified through scientific research. The relationships between each concept and the subsystems of the enterprise management activity have been elaborated. The key tools that ensure comprehensive implementation of the environmental marketing in the management system of the enterprise sustainable development have been grounded. It has been determined that all the components of environmental marketing are mutually integrated, and their coordinated interaction must be implemented integrally on the basis of environmental activities in the management system of the enterprise sustainable development at all hierarchical levels. The basic ecological principles have been proposed to be adhered in the enterprise sustainable development management. Therefore a comprehensive approach to the structured content of environmental marketing in the enterprise sustainable development management system has been proposed with specification of the interaction of each of its components with the enterprise management system. The implementation the proposed approach to the system use of the environmental component in all areas of management activity will allow enterprises to build relationships with all parties on the basis of values and increase their understanding of the real needs of consumers, ways to satisfy them in compliance with environmental regulations and standards. This approach will shift the consciousness of people interested in sustainable development of enterprises towards efficient use of both the enterprise resources and the environment.

Keywords: environmental marketing; management activity system; conceptual approaches; comprehensive approach. (search for similar items in EconPapers)
Date: 2017
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