Marketing communication in the context of the optimal model of the national pattern system of waste management in Ukraine

Abstract

The issue of rational waste management in Ukraine is quite acute. The system is in a state of decay, because about 94% of waste ends up in landfills and, at the same time, has a negative impact on the environment. That is why the issue of building a perfect management system and applying marketing communications in Ukraine is quite relevant, because proper waste management with the help of marketing measures will not only save the environment, but also attract secondary raw materials to energy or further production. The purpose of this work was to research and generalize the aspects of marketing communications in the context of the optimal model of the national pattern system of waste management in Ukraine. The research used a system method, an analysis method, and complex and integrative methods. It was determined that the level of volumes of generated and accumulated waste in Ukraine is quite high. It has been established that it is necessary to develop and improve measures for the disposal of acid, alkali or salt waste, other mineral waste, chemical waste, industrial waste sludge, ferrous metal waste and mixed and undifferentiated materials. Necessary waste disposal measures have been determined, which in turn should provide an opportunity to organize complex waste processing measures and ensure the use of their energy potential. The marketing communications established in the study will help to implement measures to stimulate recycling enterprises by the state, to establish relationships between producers and consumers of secondary products, to provide informational support for waste processing through the media, to create a marketing complex around secondary products and to reproduce the use of secondary products in energy efficiency. The recommended structure of marketing communications for running a waste management business in Ukraine will bring recycling to a new level and increase its efficiency. The practical significance of the study is that the identified waste disposal measures and accompanying marketing communications can be used in Ukraine to improve the effectiveness of the waste management system