Marketing Potential for Social and Economic Sustainability
Research Article
How to Cite
Avakyan S.A. Marketing Potential for Social and Economic Sustainability. Humanities of the South of Russia. 2021. Vol. 10. No. 3. P. 168-182. DOI: https://doi.org/10.18522/2227-8656.2021.3.14 (in Russ.).
Abstract
Objective of the study is to substantiate the main provisions of the marketing sustainability of business projects, taking into account the specifics of their implementation in the agricultural sector.
The methodological basis of the research compiled structural-functional and project approaches, principles of system management, techniques and methods of risk management, as well as analytical marketing tools used in the study of environmental and social problems.
Research result. The initial concepts of marketing sustainability of business projects are formulated, an algorithm for managing marketing sustainability is substantiated, a system of information and analytical support for this type of marketing activity is proposed.
Prospects of the study are to clarify the specifics of marketing stability in various areas of management, in the formation of new management tools for ensuring sustainable economic growth, in the development of marketing theory in the direction of revealing its potential for solving environmental and social problems.
Keywords:
sustainable development marketing, agromarketing, marketing management, project marketing
References
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10. Kuznecova, N. G., Petrov, K. A. (2013). Improvement of business and project activities in the agricultural sector. Izvestiya Timiryazevskoj sel'skohozyajstvennoj akademii, 2, 132-138. (in Russian).
11. Pustuev, A. L., Ahtar'yanova, A. G., Medvedev, A. N. (2012). Marketing activities of agricultural farms: the problem of improvement. Ekaterinburg: IRA UTK. (in Russian).
12. Fed'ko, V. P., Dzhemoldinov, E. G., Koshel', N. V. (2013). Theoretical and methodological aspects of the formation of anti-crisis banking marketing. Moscow: Infra-M, Akademcentr. (in Russian).
13. Belz, F.-M., Peattie, K. (2009). Sustainability Marketing: A Global Perspective. Chichester: Wiley.
14. Fuller, D.A. (1999). Sustainable marketing: managerial − ecological issues. Sage Publications.
15. Nowotny, E., Mooslechner, P., Ritzberger-Grunwald, D. (Eds.). (2013). A New Model for Balanced Growth and Convergence. Edward Elgar Publishing.
16. Sheth, J. N., Parvatiyar, A. (1995). Ecological imperatives and the role of marketing. Environmental marketing: Strategies, practice, theory, and research. N.Y.: The Haworth Press, 3-20.
17. Stoeckl, V. E., Luedicke, M. K. (2015). Doing Well While Doing Good? An Integrative Review of Marketing Criticism and Response. Journal of Business Research, 68, 12, 2452-2463.
2. Byzov, A. V., Novikov, A. A. (2019). Marketing in project management and its current trends. Vestnik sovremennyh issledovanij, 4-5 (31), 13-17. (in Russian).
3. Vanifatova, M. M. (2002) Marketing information systems: current global development trends and features of the Russian market. Marketing v Rossii i za rubezhom, 1 (27). (in Russian).
4. Grekov, N. I. (2006). Management and marketing in the agro-industrial complex. Michurinsk: Michurinskij gos. agrar. un-t. (in Russian).
5. Zhigulina, N. L., Efimova, A. S. (2019). Agromarketing: the essence, features and directions of development. Molodoj uchenyj, 46 (284), 376-380. (in Russian).
6. Zhohov, A. A., Zajcev, R. A. (2014). Agromarketing and trade. Nauchnyj poisk, 2.1, 62. (in Russian).
7. Kabanov, V. N. (2008). Integral indicator of economic reliability as a comprehensive result of diagnostic assessment of the functioning of business processes. Rossijskoe predprinimatel'stvo, 1, 163-167. (in Russian).
8. Kachalov, R. M. (2002). Managing business risk. Moscow: Nauka. (in Russian).
9. Klyukach, V. A., Klochko, L. N., Sokolov, V. I., Tatarchuk, L. L. (1993). The concept of marketing organization in agro-industrial production. Moscow: Agropromizdat. (in Russian).
10. Kuznecova, N. G., Petrov, K. A. (2013). Improvement of business and project activities in the agricultural sector. Izvestiya Timiryazevskoj sel'skohozyajstvennoj akademii, 2, 132-138. (in Russian).
11. Pustuev, A. L., Ahtar'yanova, A. G., Medvedev, A. N. (2012). Marketing activities of agricultural farms: the problem of improvement. Ekaterinburg: IRA UTK. (in Russian).
12. Fed'ko, V. P., Dzhemoldinov, E. G., Koshel', N. V. (2013). Theoretical and methodological aspects of the formation of anti-crisis banking marketing. Moscow: Infra-M, Akademcentr. (in Russian).
13. Belz, F.-M., Peattie, K. (2009). Sustainability Marketing: A Global Perspective. Chichester: Wiley.
14. Fuller, D.A. (1999). Sustainable marketing: managerial − ecological issues. Sage Publications.
15. Nowotny, E., Mooslechner, P., Ritzberger-Grunwald, D. (Eds.). (2013). A New Model for Balanced Growth and Convergence. Edward Elgar Publishing.
16. Sheth, J. N., Parvatiyar, A. (1995). Ecological imperatives and the role of marketing. Environmental marketing: Strategies, practice, theory, and research. N.Y.: The Haworth Press, 3-20.
17. Stoeckl, V. E., Luedicke, M. K. (2015). Doing Well While Doing Good? An Integrative Review of Marketing Criticism and Response. Journal of Business Research, 68, 12, 2452-2463.
Article
Received: 20.04.2021
Accepted: 29.07.2021
Citation Formats
Other cite formats:
APA
Avakyan, S. A. (2021). Marketing Potential for Social and Economic Sustainability. Humanities of the South of Russia, 10(3), 168-182. https://doi.org/10.18522/2227-8656.2021.3.14
Section
SOCIOLOGY OF MANAGEMENT AND ECONOMIC SOCIOLOGY
