Marketing № 1 (2026)

THEORETICAL AND CONCEPTUAL APPROACHES TO THE DEVELOPMENT OF A GREEN MARKETING STRATEGY OF ENTERPRISES

Sapayev Axmed Durdibayevich

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Аннотация

This article explores the theoretical foundations and conceptual approaches to developing green marketing strategies for enterprises. The study analyzes contemporary interpretations of green marketing within the frameworks of stakeholder theory, the Triple Bottom Line concept, and the Sustainable Development Goals (SDGs). The article systematically reviews the elements of the green marketing mix (4P): green product, green price, green place (distribution), and green promotion. As a result, a step -by-step me thodology for implementing a green marketing strategy for companies is developed.

green marketingsustainable developmentstakeholder theorymarketing mixecological strategycorporate social responsibilityESG. № 1 -SON YANVA R202 6-YIL 141зелёный маркетингустойчивое развитие

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APA 7 
Sapayev Axmed Durdibayevich (2026). THEORETICAL AND CONCEPTUAL APPROACHES TO THE DEVELOPMENT OF A GREEN MARKETING STRATEGY OF ENTERPRISES. Marketing, (1).
GOST R 7.0.5 
Sapayev Axmed Durdibayevich THEORETICAL AND CONCEPTUAL APPROACHES TO THE DEVELOPMENT OF A GREEN MARKETING STRATEGY OF ENTERPRISES // Marketing. 2026. № 1.
BibTeX 
@article{durdibayevich2026,
  author  = {Sapayev Axmed Durdibayevich},
  title   = {THEORETICAL AND CONCEPTUAL APPROACHES TO THE DEVELOPMENT OF A GREEN MARKETING STRATEGY OF ENTERPRISES},
  journal = {Marketing},
  year    = {2026},
  number  = {1}
}
RIS 
TY  - JOUR
AU  - Sapayev Axmed Durdibayevich
TI  - THEORETICAL AND CONCEPTUAL APPROACHES TO THE DEVELOPMENT OF A GREEN MARKETING STRATEGY OF ENTERPRISES
JO  - Marketing
PY  - 2026
IS  - 1
ER  -