Abstract
The primary purpose of this study is to analyze the structure and dynamics of scientific publications in the field of environmental management and social marketing in their relationship. The authors analyzed the original keywords in the field of environmental management and social marketing. They carried out the analysis of works in the Scopus scientometric database with the subsequent use of the analytics built in the database, as well as modern software for bibliometric analysis VOSviewer and SciMAT. This study included many papers published in seven languages in the field of economics and ecology (also taking into account works from the interdisciplinary category to more fully include all possible papers). Library analysis has revealed the popularity of the use of these categories with authors from different countries with research over the years. Listed six clusters of a collaboration of countries by co-authorship. The journals with the most massive citations of the analyzed categories are listed. There is a stable dynamics of the number of studies in these categories in the subperiod 2011-2016. However, current trends until 2020 show that the popularity of research, and most importantly, their relevance will remain at the peak in subsequent years. The study may be the basis for further research in the use of marketing principles to deepen the theory of environmental management.
Highlights
In the current realities of development, it is evident that the process of building the country must base on the coordination and harmonization of economic, social and environmental components in order to meet the needs of present and future generations
The study may be the basis for further research in the use of marketing principles to deepen the theory of environmental management
The purpose of this paper is to study and compare the category of social marketing and environmental management; analysis of subject areas of research in their evolution
Summary
In the current realities of development, it is evident that the process of building the country must base on the coordination and harmonization of economic, social and environmental components in order to meet the needs of present and future generations. The authors consider the concept of environmental marketing in terms of two aspects: the formation of consumer environmental needs (production and promotion of environmental goods, services, recreational products) and a particular case of regional social marketing, which aims to analyze the impact of environmental initiatives on people as a subject region. Living in an ecologically clean region, consumption of ecologically clean regions, sufficient level of treatment, rest in recreational places, responsible consumption – all these are areas where the ultimate goals of activities in the field of environmental management and a separate area of marketing – social Existing domestic and foreign experience in implementing the concept of environmental management in companies focuses on promoting products with environmental characteristics, motivating businesses to implement a sound environmental policy in the production and sale of their products, informing the public about the importance of solving social and environmental problems due to the corporate product of a particular business entity, etc., which together is a direct subject of research in the field of marketing.
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