Abstract
At present, there is a reorientation of the current model of the market economy towards the principles of sustainable development. The process is accompanied by the implication of the marketing concept of managing socio-economic systems, the technology of which provides reasoning of the determined guidelines that must be adhered to. In this context, the coherence of marketing imperatives is a determinant of ensuring the development of socio-economic systems, whereas the marketing-imperative approach should be considered one of the levers of sustainable economic development. Therefore, the purpose of the study is a complex substantiation of the theoretical and methodological content of marketing imperatives, the interpretation of their coherent influence on the management of socio-economic systems. The methodological basis of the study is an integrated combination of general scientific methods of systematic cognition and possibilities of application of specific methodological approaches to solving problems and verification of the formulated study hypothesis; the methods include monographic, hypothetical prediction, abstract-logical, induction and deduction, historical and economic, structural-functional analysis, abstraction and content analysis, construction of concepts and categories, graphical and tabular. The study provides insights into the special features of the evolution of the etymological essence of the imperative in the context of transformations of socio-economic systems; the essence of marketing imperatives in view of marketing ideology is substantiated; the mechanism of transformation of objectives into imperatives in achieving the goal of socio-economic system is developed; the necessity of the implication of the marketing-imperative approach in sustainable economic development is proved. The practical value of the study consists in the scientific substantiation of the theoretical and methodological content of marketing imperatives, the specification of their coherent impact on the management of socio-economic systems. Further studies are aimed at developing criteria for measurement, assessment, and interpretation of the effect after the implementation of marketing imperatives with subsequent testing of results
Highlights
The coherence of marketing imperatives is a determinant of ensuring the development of socio-economic systems, whereas the marketing-imperative approach should be considered one of the levers of sustainable economic development
The practical value of the study consists in the scientific substantiation of the theoretical and methodological content of marketing imperatives, the specification of their coherent impact on the management of socio-economic systems
The key tasks are as follows: 1) to highlight the features of the evolution of the etymological essence of the imperative in the conditions of market transformations; 2) to characterise the content of marketing imperatives in view of marketing ideology from the standpoint of transformation of goals into imperatives in achieving the goal of development of the socio-economic system; 3) to prove the need to apply the marketing-imperative approach in the sustainable economic development
Summary
Modern stage of the development of the national economic system, along with quantitative changes in its key parameters, is characterised by: firstly, considerable qualitative transformations associated with the growth of market uncertainty, the aggravation of competition, including in the international arena; secondly, the increased orientation of production on the needs of consumers, maximum consideration and satisfaction of their needs and interests (meeting consumer demand is a priority for business); thirdly, the acceleration of the pace of scientific and technological progress, innovatisation as a predictive idea of the development of socio-economic phenomena and processes, which causes the emergence of new branches, technologies, industries, reduction of the life cycle of goods (services); fourth, digitalisation of business processes and emphasis on new logistics approaches to the organisation of basic models for product (service) promotion; fifth, strengthening of the requirements for the quality and prestige of the product, trademark, reputation and image of the producer, etc. The key tasks are as follows: 1) to highlight the features of the evolution of the etymological essence of the imperative in the conditions of market transformations; 2) to characterise the content of marketing imperatives in view of marketing ideology from the standpoint of transformation of goals into imperatives in achieving the goal of development of the socio-economic system; 3) to prove the need to apply the marketing-imperative approach in the sustainable economic development
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