title: ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¿Ð¾Ð´Ñ Ð¾Ð´Ð¾Ð² "Ð·ÐµÐ»ÐµÐ½Ð¾Ð³Ð¾" Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð¸ ÑÑÐ°Ð²Ð½ÐµÐ½Ð¸Ðµ Ð¾Ð¿ÑÑÐ° ÐµÐ²ÑÐ¾Ð¿ÐµÐ¹ÑÐºÐ¸Ñ ÑÑÑÐ°Ð½
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Research on "green" marketing approaches: a comparison of european experience
Creators: name: Ð¥Ð°Ð¼ÑÐ¾ÐºÐ¾Ð², Ð¨Ð°Ð¼Ð¸Ð»Ñ
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2019
Subjects: ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð°Ñ Ð¾ÑÐ²ÐµÑÑÑÐ²ÐµÐ½Ð½Ð¾ÑÑÑ
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
Ð·ÐµÐ»ÐµÐ½ÑÐ¹ Ð±Ð¸Ð·Ð½ÐµÑ
ÑÑÑÐ¾Ð¹ÑÐ¸Ð²Ð¾Ðµ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ðµ
ÐÐ²ÑÐ¾Ð¿Ð°
social responsibility
marketing
green business
sustainable development
Europe

description: Â«ÐÐµÐ»ÐµÐ½ÑÐµÂ» Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð²ÑÐµ ÑÐ°ÑÐµ Ð·Ð°Ð½Ð¸Ð¼Ð°ÑÑ ÑÐµÐ½ÑÑÐ°Ð»ÑÐ½Ð¾Ðµ Ð¼ÐµÑÑÐ¾ Ð² Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ð¹. ÐÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð²ÑÐµ Ð±Ð¾Ð»ÑÑÐµ ÑÐ´ÐµÐ»ÑÑÑ Ð²Ð½Ð¸Ð¼Ð°Ð½Ð¸Ñ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ Ð²Ð½ÑÑÑÐµÐ½Ð½Ð¸Ñ Ð¸ Ð²Ð½ÐµÑÐ½Ð¸Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹, ÐºÐ¾ÑÐ¾ÑÑÐµ Ð¸Ð¼ÐµÑÑ Â«Ð·ÐµÐ»ÐµÐ½ÑÑÂ» Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð½Ð¾ÑÑÑ Ð´Ð»Ñ ÑÐºÑÐµÐ¿Ð»ÐµÐ½Ð¸Ñ Ð¸ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ Ð±ÑÐµÐ½Ð´Ð°. ÐÐ´Ð½Ð°ÐºÐ¾ Ð½Ðµ ÑÑÑÐµÑÑÐ²ÑÐµÑ ÐµÐ´Ð¸Ð½Ð¾Ð¹ Â«Ð·ÐµÐ»ÐµÐ½Ð¾Ð¹Â» Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸, ÐºÐ¾ÑÐ¾ÑÐ°Ñ ÑÐ²Ð»ÑÐ»Ð°ÑÑ Ð±Ñ Ð¿Ð¾Ð´ÑÐ¾Ð´ÑÑÐµÐ¹ Ð´Ð»Ñ Ð²ÑÐµÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹. Ð ÑÐ°Ð±Ð¾ÑÐµ Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ñ, Ð¾Ð±Ð¾Ð±ÑÐµÐ½Ñ Ð¸ ÑÐ¸ÑÑÐµÐ¼Ð°ÑÐ¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ñ ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð¿Ð¾Ð´ÑÐ¾Ð´Ñ Ð¸ Ð¸ÑÑÐ¾ÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð¿ÑÐµÐ´Ð¿Ð¾ÑÑÐ»ÐºÐ¸ ÑÑÐ°Ð½Ð¾Ð²Ð»ÐµÐ½Ð¸Ñ Ð¸ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ð¸ Â«Ð·ÐµÐ»ÐµÐ½Ð¾Ð³Ð¾Â» Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°, ÑÑÐ¾ Ð¿Ð¾Ð·Ð²Ð¾Ð»Ð¸Ð»Ð¾ ÑÑÐ¾ÑÐ½Ð¸ÑÑ ÑÑÑÐ½Ð¾ÑÑÑ Ð¿Ð¾Ð½ÑÑÐ¸Ñ Â«Ð·ÐµÐ»ÐµÐ½ÑÐµ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸Â» Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð¸ Ð¸Ñ ÑÐ¾Ð»Ñ Ð² Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ð¸ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸ ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½ÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹; Ð´Ð¾Ð¿Ð¾Ð»Ð½ÐµÐ½Ð° Ð¸ ÑÑÐ¾ÑÐ½ÐµÐ½Ð° ÐºÐ»Ð°ÑÑÐ¸ÑÐ¸ÐºÐ°ÑÐ¸Ñ Â«Ð·ÐµÐ»ÐµÐ½ÑÑÂ» ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°.
description: This master's work is devoted to the study of the approaches of socially responsible and green marketing, applied in European countries. The main objective of this study is to review the present green marketing and green marketing strategy applies particularly to the marketing. This study provides an idea to the researchers about the prior studies on green marketing and green marketing strategy. The critical analysis indicated that few studies on the green marketing strategy have been carried out in both developed and developing countries. In addition, few studies have been carried out on the relationship between green marketing strategy / strategies and firm performance (financial and non- financial performance). The future studies should be investigating the effect of green marketing strategy on firm performance in general and the effect of each strategy on firm performance. As a result of the work, the necessary conditions for implementing a socially responsible strategy at the enterprise were identified, prospects for the development of such a company were evaluated and a number of various recommendations were developed.