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POTENTIAL OF ENVIRONMENTAL MARKETING IN THE METALLURGICAL INDUSTRY
Abstract
The study is aimed at attempting to supplement and justify methodological approaches to rating and indicator assessment of the environmental attractiveness of industrial environmental marketing in the metallurgical complex. The relevance of this study is based on the state of the global ecosystem, in which irreversible processes are taking place. The metallurgical industry ranks second among all industries in terms of emissions of harmful substances into the atmosphere. Environmental safety requirements for the metallurgical complex in the modern world have reached a leading position; they are a key aspect of motivating consumers and manufacturers of products. In the paper, industrial marketing was defined as a new vector of strategic marketing based on the allocation of priority areas for the implementation of environmental marketing functions. Industrial eco marketing was also considered as a set of measures for optimal interaction between production and consumers in the context of environmental safety, which is provided for all participants of the economic union. It was proposed to consider the participants of the economic union as a closed system of three derivatives: industry, consumer and ecosystem. Using the interests of these components, an approach to assessing the potential of eco marketing in the metallurgical complex, taking into account stabilizing and destabilizing factors, was discussed. A method for determining the expectation of each factor was proposed. Using the ranking method and calculating the sum of multipliers for each factor, it is possible to determine their share in the level of eco marketing potential in the metallurgical complex.
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