ISSUES OF SUSTAINABLE DEVELOPMENT OF TERRITORY BASED ON GREEN MARKETING STRATEGIES

Abstract

Article substantiates the importance of green marketing strategies in ensuring the sustainable development of territories, which implies the inclusion of environmental component in strategic documents on marketing planning for transformation of Russian regions. Authors have studied the main approaches to allocation of green marketing strategies, analyzed the existing practical initiatives in the focus of authorities on green development on example of number of regions of South of Russia. Authors consider it reasonable to take into account a number of indicators characterizing regional development in order to justify green marketing strategies focused on desirable transformations. It is concluded that green marketing strategies should be based on increase in environmental value for enterprises and organizations developing their activities in a certain territory, interests of government, business (external and internal investors) and local community.