Transformation of enterprise’s marketing activities in the conditions of circular economy

Abstract

The activities of enterprises in circular economy require an innovative approach to marketing and the development of marketing strategy. The purpose of the paper is to identify and justify the directions of transformation of the marketing activities of enterprise in circular economy. The article, based on the study of scientific publications and content analysis of the marketing activities of enterprises developing towards a circular economy, reveals the main areas of change inherent in marketing. The study used a combination of general and special methods of empirical and theoretical levels. Methods of analysis and synthesis are used to assess trends in the circular economy. The comparison method is used to determine the priorities for the development of marketing activities of circular companies in the fashion industry and food production in European countries. Methods of systematization and generalization of information were used to determine the main directions of transformation of marketing activities in the conditions of a circular economy, and to form conclusions and scientific proposals of the paper. Methods of induction and concretization were used to determine the directions of formation of the communication marketing strategy of circular companies. As a result of the study, a methodological approach to substantiate the ways of transforming the marketing activities of an enterprise in the conditions of a circular economy, which allows obtaining a synergistic effect in the innovation market was formed. The scientific novelty of the research lies in determining the prospects for the development of marketing activities of enterprises in the conditions of a circular economy, as well as in substantiating the improvement of marketing strategies of circular companies.