METHODOLOGICAL PRINCIPLES OF MEASURING THE SUCCESS OF MARKETING STRATEGIES IN THE CONTEXT OF THE GREEN ECONOMY

Abstract

The expansion of access to the world trade space determines the need to track priority market trends, which contain profitable opportunities from the side of obtaining both direct profit from products sold in the trade network, and indirect - in the form of budgetary support of a certain type, grants, investments, low-interest credit programs, etc. The growing attention of consumers and public leaders to the green economy of various scales and perspectives, as an important component of improving the state of the environment, and one of the main components of the triad of sustainable development, determines the growth of interest on the part of top managers, scientists, and numerous stakeholders in the strategies of environmental marketing and its potential , by determining the improvement of both environmental and economic indicators. Considering the popularity of environmental marketing, which it has gained in recent decades, it should be noted that in the marketing literature, relatively little attention has been paid to the evaluation of the effectiveness of environmental marketing, both in the context of building sectoral strategies and at the level of a business unit. Therefore, the purpose of this article is to investigate the methodological basis for evaluating the effectiveness of green marketing, and to propose appropriate methodological approaches. Various approaches to the economic evaluation of the effectiveness of green marketing enhancement programs in a changing world are outlined. Current opportunities for measuring and strengthening their success are presented for companies and organizations of any type that need practical tools to manage and strengthen participation in green economy trends. Using data from multiple sources, the authors found that evaluating the effectiveness of green marketing can be substantiated by the various methods, criteria, and scales used to evaluate green marketing. However, these methods are described by dozens of authors and contain large volumes of research, which is difficult to interpret without revealing the specifics of each of the applicable approaches. A feature of these studies are surveys containing many factors of regional regulation, access to incentives and personal professionalism. The contribution of our research focuses on offering well-founded guidelines for evaluating the effectiveness of green marketing in a modern organization, applying modern tools of SEM (Environmental Management Systems) at strategic, tactical and operational levels.