Haidar A. Ecological marketing of biotechnological production in agriculture

The dissertation presents the theoretical foundations and practical provisions for the development of environmental marketing in biotechnological production of agriculture. The essence and content of ecological marketing in biotechnological production are clarified, the main factors of development of biotechnologies in the world are defined, ecological needs of consumers of products of biotechnological production depending on forms of management are systematized, the essentialsubstantive basis of the concept of ecological marketing is offered. as the relationship between the social and environmental component and environmental efficiency as meeting human needs and improving quality of life, while reducing the impact on the environment and resource consumption throughout the life cycle of the product, characterized the process of environmental needs in biotechnological production and their qualification depending from forms of management of consumers of biotechnological products, the system of influence of growth of consumption of biologicals on a condition of agroecosystems is proved. The peculiarities of ecological marketing development in the conditions of biotechnological production are determined and the structural-logical scheme of ecological marketing development in biotechnological production of agriculture is offered, which describes the causal relationship between four marketing subsystems and the key advantages of biological products from the point of view of ecological marketing are defined. »And highlighted the characteristics of businesses that use these technologies. The methodical tools of ecological marketing and its value in biotechnological production are characterized and the characteristic of directions of ecological marketing in biotechnological production is covered and its functions are defined, the system of functioning of tools of ecological marketing is substantiated. information platform of secondary data in biotechnological production, based on the relationship between three levels (business, state, society) in information support of environmental marketing in biotechnological enterprises in the context of data for marketing research: B2G (business and state), B2B (business and other business entities), B2C (business and consumers), the means of marketing communications in biotechnological production are characterized and the corresponding model of communication is developed The proposed model for the development of environmental marketing in biotechnology production based on the marketing complex "5P", which satisfies the interests of all parties - from producer and supplier of biotechnological products to the end consumer, ensuring interconnection, as one element affects another. The algorithm of application of marketing digital tools in biotechnological production is analyzed and features of application of such tools depending on forms of management of the enterprises-consumers are allocated and tools of distribution of results of research depending on patterns of ownership are systematized, stages of use of targeted advertising for biotechnological enterprises efficiency of SEO and search contextual advertising of the company of the manufacturer of biologicals, and also indicators of efficiency of work of a marketplace in the company of the producer of biologicals, comparative efficiency of quantity of sales of biologicals between off-line and on-line tools is carried out.