ЕКОЛОГІЧНІ ЦІЛІ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ ЯК СТРАТЕГІЧНА ЦІННІСТЬ ЕКОНОМІЧНОГО РОЗВИТКУ ПІДПРИЄМСТВ

Abstract

The article investigated the factors that make it possible to optimally distribute the results of production and determine the interest of enterprises in the environmental importance of marketing communications. The environmental goals of the enterprise in the object of marketing communication are identified with orientation on resource protection, ecologization of staff training, reduction of waste, limitation of discharges and reduction of risks, production of ecologically pure products. The main content of marketing communication in the part of the environmental initiative will determine the strategic value of economic development of enterprises and provide for: demonstration of ecologically verified resources received at the entrance to the enterprise and their sparing use; training in resource conservation methods; reduction of wasteful discharges into the environment; providing information on waste reduction, recycling and reuse; reducing hazardous waste, potential hazards at the exit of the system-enterprise; informing on the implementation of environmental quality standards of products. The article specifies criteria of environmental management in terms of marketing communication objects (goods and production) in part of goals and objectives, means of communication, management, management object, type of actions, criteria for evaluations, marketing communication functions. It proposes functions of marketing communications taking into account ecological purposes and their orientation to demonstration of low- and waste-free technologies: informational, prestige, barrier, promotional, psychological and predictive. It was found that marketing communications is a managerial concept that takes into account environmental goals and aims at creating value for consumers and the way of actions, which includes the use of technology, tools and methods to satisfy consumers’ needs. Taking into account the environmental component in marketing communications allows for a new strategic management and reduces environmental risks in terms of quality management of production and marketing processes. Environmental goals create the basis for the business language of marketing communications and provide the image of an environmentally friendly entrepreneur.