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Son 1 (2026)
Marketing

Articles

KORXONALARNING YASHIL MARKETING STRATEGIYASINI ISHLAB CHIQISH GA NAZARIY VA KONSEPTUAL YONDASHUVLARI

Nashr etilgan 2026-01-31

Mualliflar
Sapayev Axmed Durdibayevich
Tashkilot
Ranch texnologiya universiteti “Iqtisodiyot” kafedrasi v.v b. dotsenti
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Annotatsiya

Ushbu maqolada korxonalarning yashil marketing strategiyasini ishlab chiqishning nazariy asoslari va konseptual yondashuvlari tadqiq etilgan. Tadqiqot stakeholder nazariyasi, uch asosiy natija (Triple Bottom Line) konsepsiyasi va barqaror rivojlanish maqsa dlari (SDGs) doirasida yashil marketingning zamonaviy interpretatsiyalarini tahlil qiladi. Maqolada yashil marketing aralashmasi (4P) elementlari – yashil mahsulot, yashil narx, yashil taqsimot va yashil ragʻbatlantirish konsepsiyalari sistemali ravishda k oʻrib chiqilgan. Tadqiqot natijasida korxonalar uchun yashil marketing strategiyasini joriy etishning bosqichma -bosqich metodologiyasi ishlab chiqilgan.

Kalit so'zlar

yashil marketing, barqaror rivojlanish, stakeholder nazariyasi, marketing aralashmasi, ekologik strategiya, korporativ ijtimoiy masʼuliyat, ESG

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