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

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.