Науковий вісник НГУ

On the use of the eco-oriented dimensions of marketing for product promotion on the market

User Rating:  / 0

Details

Category: Economy

Last Updated on Friday, 06 November 2015 23:22

Published on Friday, 06 November 2015 23:22

Hits: 2966

Authors:

L. Palekhova, Cand. Sci. (Econ.), Associate Professor, Higher Educational Institution “National Mining University”, Senior Lecturer of Marketing Department, Dnipropetrovsk, Ukraine.

J. Ramanauskiene, PhD in Social Sciences, Professor, Aleksandras Stulginskis University, Institute of Business Management and Rural Development, Faculty of Economics and Management, Kaunas, Lithuania.

V. Tamuliene, PhD in Social Sciences, Associate Professor, Aleksandras Stulginskis University, Institute of Business Management and Rural Development, Faculty of Economics and Management, Kaunas, Lithuania.

Abstract:

Purpose. The purpose of the paper is to justify the diagnostic methodology for the eco-oriented dimensions of product marketing elements to be used in product promotion on markets.

Methodology. The research has a tiered structure, consisting of: 1) the clarification of the marketing objectives in sustainable development concept; 2) an analysis of existing methodologies for the eco-assessment of product marketing; 3) justification of the diagnostic methodology for the eco-oriented dimensions of marketing (using the LCA method) in purpose of promoting industrial products.

Findings. The marketing objectives for sustainable development has been clarified. Methodological approaches to the application of the LCA method in industrial management and marketing have been analyzed. The criteria for the assessment of the life cycle of products from the viewpoint of the development of a marketing mix for sustainable development have been identified. A diagnostic methodology for the eco-oriented dimensions of the elements of product marketing has been justified.

Originality. An authorial diagnostic methodology for the eco-oriented criteria of product marketing, based on the integration of the existing methodologies, has been developed for the identification of business sustainable development.

Practical value. The proposed eco-oriented dimensions of product marketing and the accompanying eco-oriented activities can be empirically verified and applied to the practice of product promotion on the market.  

References:

1. Chamarro, A., Rubio, S., and Miranda, F.J. (2009), “Characteristics of research on green marketing”, Business, Strategy and the Environment, vol. 18, no. 4, pp. 223–239.

2. Palekhova, L. and Pivnyak, G. (2014), “Exploring market strategies based on voluntary environmental certification in a Post-Soviet transition economy”, Voluntary Standard Systems: A Contribution to Sustainable Development. Eng. Springer Heidelberg, New York-Dordrecht-London, рр. 165–179.

3. Ciegis, R., Ramanauskiene, J. and Martinkus, B. (2009), “Theoretical reasoning of the use of indicators and indices for sustainable development assessment”, Inzinerine Ekonomika-Engineering Economics, no.3, pp. 33–40.

4. IS/ISO 14040 (2006), Environmental Management - Life Cycle Assessment – Principles and Framework [CHD 34: Environmental Management]. Standards catalogue by TC – TC 207 Environmental management SC 5, Eng, available at: https://www.iso.org/obp/ui/#iso:std:iso: 14040:ed2:v1:en (accessed March 15, 2015).

5. Bauer, P.E. and Maciel Filho, R. (2004), “Incorporation of environmental impact criteria in the design and operation of chemical processes”, Brazilian Journal of Chemical Engineering, Eng, vol.21, no.3, São Paulo July/Sept, available at: http://www.scielo.br/scielo.php?pid=S01046632200400 0300005&script=sci_arttext (accessed March 15, 2015).

6. Brom, A. and Eliseeva, E. (2013), “Life cycle assessment method for products”, Publishing house Education and Science S.R.O, available at: http://www.rusnauka.com/4 SND_2013/Economics/11_126062.doc.htm (accessed March 25, 2015).

7. The Life Cycle Approach: An Overview of Product. Process Analysis. (1995), OECD: Waste – Europe’s Untap-ped Resource, available at: http://www.oecd.org/environ ment/envtrade/39918312.pdf (accessed March 25, 2015).

8. Welford, R.J., Jones, D. (1998), “Beyond environmentalism and towards the sustainable organization”, Corporate Environmental Management: Systems and Strategies, London, pр. 237–253.

9. Fuller, Donald A. (1999), “Sustainable Marketing: Managerial – Ecological Issues”, SAGE Publications: Thousand Oaks, pр. 121–123.

2015_04_palekhova
2015-11-03  420.77 KB  1079

• < Prev
• Next >