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Development of marketing of ecosystem goods and services in the forestry

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Author(s): Ye.V. Mishenin | N.V. Mishenina | I.Ye. Yarova

Journal: Marketing ì Menedžment Innovacìj
ISSN 2218-4511

Volume: 4;
Issue: 2;
Start page: 209;
Date: 2013;
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Keywords: forestry | environmental management | environmentally oriented marketing | ecosystem goods and services | ecological-economic mechanism of marketing management | price of ecosystem goods and services

ABSTRACT
The aim of th article. The aim of this article is deepening the theoretical and methodological foundations for the formation of the marketing system of forest and ecosystem goods and services with the definition of their evaluation.The results of the analysis. Analysis of theoretical and methodological foundations of the marketing system of ecosystem goods and services in the forestry allowed to outline the key conclusions:understanding the forest ecosystem biogeocoenoses and content base of the ecosystem forest management; ecosystem services are mainly associated with the implementation of environmental and social functions of forests (particularly, biodiversity and recreation development); ecosystem services are associated with the acquisition of a natural object as ecosystem service; ecosystem goods and services are identified with specific work related to the protection (preservation) and reproduction of natural resources and environmental capacity with increasing the forest reproduction.It is determined that the main objective of environmentally oriented social marketing in the field of forestry is drawing the attention of government, business and non-profit organizations and other stakeholders (stakeholders, including population and new forest owners) to solve ecological, economic and social problems of effective exploitation, reproduction and preservation of forest resources on the innovative foundation.It should be noted that environmental marketing as a system of forestry regulation of the forest entrepreneurship and sale of forest goods (services) on environmental and economic grounds can be represented also in the form of environmental and economic mechanism of marketing management in the forestry.It is also revealed that marketing of ecosystem goods and services in the forestry and development of environmentally oriented social marketing meet the requirements of social responsibility of the wood production, development of economic mechanism of the forest management on the ecological and economic foundations.Principles and methodical positions for setting the prices of creation of protective forest plantations, which have the character of ecosystem goods and services and provide the development of appropriate business initiatives and the possibility of formation of the social environmental fund of the forest resources reproduction at the enterprise level, have been investigated in this paper. The upper level of prices for the creation of antierosion and shelterbelt plantings which have the character of ecosystem production has been determined in the range of 19,419 25,748 UAH/ha.Conclusions and directions of further researches. System of environmentally oriented social marketing and its main task of drawing attention of all stakeholders for solving environmental-economic and social problems of effective exploitation, reproduction and preservation of forest resources in conditions of socially responsible forest management have been considered in this article. Functioning the marketing of ecosystem goods and services is closely connected with formation of relevant information and analytical foundation, implementation of communicative policy of forest ecological and economic orientation, formation of management system of ecological-economic knowledge in the forestry.
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