Information and analytical provision of ecological marketing in the management system of agricultural enterprises

O. Varchenko, I. Artimonova, I. Herasymenko, O. Varchenko


Abstract


Introduction. Modern conditions of management of agricultural enterprises require a change in the priorities of production activities in the direction of greening and, accordingly, the practical use of environmental marketing tools. Under such conditions, there is a need for the formation of appropriate information and analytical support of the enterprise can be traced at all levels of management – strategic, tactical, current and operational. At the same time, the complexity and complicacy of the goals of environmental marketing require the company to develop the main and auxiliary goals, sub-goals and objectives, which requires the formation of a system of indicators of effectiveness and efficiency of marketing activities in the market of environmental products.

Goal. The aim of the article is to generalize the methodological approach to evaluating the effectiveness and efficiency of environmental marketing and substantiate a comprehensive system of indicators as a component of information and analytical support for the management of agricultural enterprises.

Method (methodology). The following research methods were used during the research: abstract-logical and monographic methods were used in the process of theoretical generalization and formulation of conclusions; the method of system analysis, induction and deduction is used in the systematization of methodological approaches to determining the system of indicators for evaluating marketing activities in the field of greening; economic and statistical analysis in generalizing the algorithm for calculating indicators for evaluating the effectiveness and efficiency of marketing activities.

Results. A comprehensive system of indicators for evaluating the effectiveness and efficiency of marketing activities of agricultural enterprises in the market of environmental products has been developed, which will allow for detailed diagnostics of marketing tools and make sound management decisions to improve them. Difficulties in its practical use are identified and the possibility of its adaptation depending on corporate goals and instrumental strategies of ecological marketing is substantiated. It is proved that the creation of information-analytical system of indicators for evaluating the effectiveness and efficiency of marketing tools for agricultural enterprises is a necessary condition that will contribute to the formation of a rational marketing complex in terms of forming a culture of consumption of these products and strengthen its competitive advantage in target segments.


Keywords


marketing information; ecological marketing; effectiveness indicators; efficiency indicators; ecological products; information-analytical system

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DOI: http://dx.doi.org/10.35774/econa2022.02.033

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Science Works Journal "Ekonomichnyy analiz"

ISSN 1993-0259 (Print)  ISSN 2219-4649 (Online) DOI: 10.35774/econa


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