Regularities of enterprise management on the basis of environmentally responsible marketing

Abstract

The article examines the regularities of enterprise management based on the principles of environmentally responsible marketing as a key factor of sustainable development. An important aspect is the relationship between economic efficiency and environmental sustainability, which allows the enterprise to harmoniously combine business goals with social responsibility. Modern approaches to integrating environmental and social aspects into the marketing activities of enterprises are analyzed. It is established that environmentally responsible marketing contributes to increasing competitiveness, strengthening the company's image and optimizing resources. The purpose of the article is to substantiate the theoretical and methodological foundations and identify the regularities of enterprise management based on the principles of environmentally responsible marketing. The methods of research are general scientific and special methods, including: generalization, analysis and synthesis, systematization, grouping of the main types of regularities. Results. The author identifies regularities related to the external environment, including market trends, consumer behavior and regulatory restrictions. Internal patterns that reflect the relationships between resources, production processes and management decisions. The principles of forming these patterns are substantiated, in particular, systematicity, priority of environmental safety, social responsibility, innovation and transparency of communications. A typology of patterns of enterprise management based on the principles of environmentally responsible marketing is presented. Conclusions. It is proven that enterprises that take into account the patterns of development of environmentally responsible marketing receive new opportunities for entering international markets. This also contributes to the adaptation of business to modern legislative requirements and international environmental standards. Types of management patterns are identified - strategic, tactical, external, internal and social, as well as their influence on making management decisions. Awareness of these patterns helps enterprises develop effective marketing strategies that take into account both economic and environmental aspects of activity. At the same time, this increases consumer loyalty and strengthens the business reputation of the enterprise.