Modern marketing concept of alternative energy management

The article examines all the factors, both positive and negative, that have an impact on the development of modern energy. The natural factor is considered as one of the most important factors. Depletion of natural resources and global climate change pose a real threat to the development of the modern energy industry. The experience of the world community in solving problems related to climate change, implementing measures to reduce greenhouse gas emissions, developing policy measures to improve energy efficiency and energy conservation, as well as the use of alternative energy sources is analyzed. The methodological basis of the research is a complex system of scientific methods, including methods of statistical analysis, observation, comparison. Historical-logical, analytical and system methods were used in the analysis of problems in the energy industry and in the formulation of conclusions. The marketing concepts which were developed earlier did not sufficiently take into account the importance of replenishing the natural resources consumed by society with alternative fuel resources. In this regard, there was a need to develop a new marketing concept that would take into account not only the interests of individual consumers and society as a whole, but also actively orient entrepreneurs to develop innovative technologies for the production and sale of alternative fuel and energy resources. The article proposes an expanded concept of socio-ethical marketing – the concept of environmental resource marketing, which consists of conducting business activities in order to meet the needs of both individual consumers and society as a whole in environmentally friendly energy products in conditions of severe shortage of traditional fuel and energy resources and the need to replenish them with alternative ones.

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