ACTUAL ISSUES OF MARKETING DEVELOPMENT IN THE SYSTEM OF SUSTAINABLE DEVELOPMENT
Abstract
The article examines the determinants of sustainable development that form the framework of the sustainable development system, from mindset shapers to legal regulators. An important factor is identified as an emergent property of the market, such as the formation of mutual loyalty between consumers and enterprises, which creates a new quality of sustainable relations in market exchange. It is determined that under the influence of the sustainable development contour, new types and aspects of marketing are being formed, such as ecological marketing, green marketing, ethical marketing, socially responsible marketing, and innovative marketing. It is found that the systematizing type of marketing today is sustainable marketing, which is in the process of formation. The author also analyzes the correlation between the principles of corporate social responsibility and the goals of sustainable development, conducts a comparative analysis of the differences between the marketing systems that are part of the sustainable development system. Based on the results of the study, the article proposes a model of marketing in the system of sustainable development, which explains the mechanism for choosing the optimal composition of the strategic set of components of marketing sustainable and innovative strategies. The holistic approach guided the expediency of studying the development of marketing as a ‘holistic’ area of knowledge that is formed under the influence of the situation and trends in the external environment, and the systemic approach determined the need to take into account the formation of such an emergent property as ‘mutual loyalty’ in the external marketing environment. The ‘Marketing strategies’ in this case means a strategy that should optimally take into account all aspects of these types of the family of sustainability marketing, so that it ensures the competitiveness of the enterprise in the current market conditions and the prospects for its development and achieve ‘mutual loyalty’. In the process of forming a set of strategies, it is advisable, in our opinion, to carry out the said optimization of decision-making by applying the Pareto and/or Slater efficiency criteria.
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