Socio-Economic Research Bulletin 2021, 3-4 (78-79), 54-65
The role and objectives of marketing in the context of circular economy
development
Robul Yuriy
Doctor of Economics, Associate Professor, Department of Marketing and BusinessАdministration, Odessa National University named after I. I. Mechnikov, Ukraine, e-mail: yrobul@onu.edu.ua, ORCID ID: https://orcid.org/0000-0002-7299-9648
Cite this article:
Robul, Yu. (2021). The role and objectives of marketing in the context of circular economy
development [Rol ta zadachi marketynhu v konteksti rozvytku tsyrkuliarnoi ekonomiky], Socioeconomic research bulletin; Vìsnik socìal’no-ekonomìčnih doslìdžen’ (ISSN 2313-4569), Odessa
National Economic University, Odessa, No. 3-4 (78-79), pp. 54–65.
Abstract
The article considers the role and place of marketing in the socio-economic system,
which operates on the principles of a circular economy. The need for a systematic consideration
of marketing at the national economy level with involvement of macromarketing categories and concepts is shown. Accordingly, marketing should be considered at two levels: policy at
the individual organization level and marketing system level. The subject, object, and tasks
of macromarketing in connection with the needs of the circular economy are determined. It is
shown that under the influence of Industry 4.0, the uncontrolled development of marketing systems
creates risks of inefficient use of resources, non-responsible consumption, and growth of digital
inequality, which contradicts of the circular economy goals. In this regard, it is proposed
to consider educational programs of responsible consumption and corporate social responsibility
policies at the organizations level as tools for ensuring circularity in marketing. The relationship
between the use of digital marketing and the requirements for energy saving and energy efficiency
is indicated, therefore the widespread introduction of digital marketing is considered as an
important step towards ensuring the functioning of the circular economy. It has been proven
that the active use of digital technologies in marketing should also lead to an increase in the
economic efficiency of organizations and the national economy functioning as a whole in order to
ensure the technological innovations necessary for a circular economy. Due to the risk of digital
inequality associated with it, deindustrialization, falling household incomes and degradation of
the domestic market, and the need to ensure an innovative development trajectory, it is proposed
to consider marketing not only as an element of the consumer, but also the innovative subsystem of
society. A marketing model is proposed that meets the requirements of a circular economy
development in the process of Industry 4.0 developing. Directions for changing/expanding
theoretical and methodological approaches to marketing are formulated in accordance with
the proposed model.
Keywords
circular economy; marketing system; macromarketing; reception; Industry 4.0; digital
marketing.
JEL classification: M310; O330; Q560; DOI: https://doi.org/10.33987/vsed.3-4(78-79).2021.54-65
UD classification: 339.138:330.34
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