GREENMARKETING: DISTRIBUTION, SALES, SERVICE
Authors:   Donetsk National Technical University, Popova Olga 
Published: March 2021

Goal. Substantiation of the theoretical basis for the use of green marketing technologies in the processes of distribution, sales and service in accordance with the evolution of models of sustainable development of economic relations at micro and macro levels in terms of manifestations and consequences of globalization, pandemics, economic crises and political instability. Method. Analysis of the impact of the main trends in the development of green marketing technologies on business processes at the micro and macro levels is based on methods of analysis and synthesis, a systematic approach, grouping and comparison. The study of the evolution of green marketing technologies in the processes of promotion, sales and service is based on methods of generalization, comparisons, dialectical approach. Results. Emphasis is placed on strengthening the role of the concept of sustainable development of economic relations at the micro and macro levels of management in terms of manifestations and consequences of globalization, pandemics, economic crises and political instability of the world economy. It is noted that the world economic space is characterized by increased competition for production and consumption. It is shown that decisions on the introduction of green marketing technologies in the processes of production, sales and service should be made on the basis of analysis of motivation of producers and consumers, assessment of environmental and economic efficiency of stimulating the transition to sustainable development at all levels of production and consumption. environmental friendliness of goods and services with technological production capabilities, projected production costs and expected results from the use of green marketing technologies on the market. It is substantiated that the logic of the dominant transformations of the world socio-economic space to the conditions of sustainable development is the spread of green marketing technologies. According to the concept of green marketing, these technologies should be planned and implemented taking into account environmental needs and market requirements and based on the principles of restoration, preservation and improvement of the environment, natural resources and optimal generation and use of waste. Emphasis is placed on the fact that the effectiveness of green marketing technologies is largely due to the state of its four interconnected complexes: production, sales, service and consumption, which form a single ecosystem. Thus change of parameters of functioning of any of the specified complexes in the course of realization of a green marketing policy, certainly, will affect both a condition of private consumption (microlevel), and on the general result of national well-being (macrolevel). It is proved that there is mutualism - a situation in which the effectiveness of interaction is important for both private (personal) and joint (at the level of society) result. It is shown that green marketing technologies provide additional economic benefits to producers and help to interact with consumers based on their assessment of not their own but public benefit. Scientific novelty. The expediency of introduction and dissemination to all levels of management at the micro and macro levels of management in terms of coevolutionary development of its four interconnected complexes: scientific and educational, socio-cultural, industrial, economic and public policy.