ECOLOGICAL AND ECONOMIC GUIDELINES OF MARKETING PLANNING IN FORESTRY IN THE CONTEXT OF THE EUROPEAN GREEN POLICY
Abstract
Ecological and economic guidelines of marketing planning in forestry are of key importance in the context of the implementation of the European green policy. The need to integrate the principles of sustainable development, the ecosystem approach and ESG criteria into the formation of marketing strategies of enterprises in the forest sector is substantiated. The directions of adapting marketing activities to the requirements of the European Green Deal are determined, in particular through the development of "green" marketing, environmental certification and assessment of ecosystem services. The importance of achieving a balance between economic efficiency and environmental responsibility as a prerequisite for increasing the competitiveness of the industry is emphasized.
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