«GREEN» MARKETING AS A TOOL FOR CREATING A SUSTAINABLE COMPETITIVE ADVANTAGE OF A COMPANY

The article is devoted to the study of the concept of “green” marketing, the need to change marketing tools in accordance with the principles of sustainable development in the marketing plan of companies. The article discusses the formation of environmental marketing strategies and changes in the marketing mix (4Ps) in accordance with these strategies. In addition, it analyzes the possibilities and benefits of introducing environmental marketing tools in companies for creating a sustainable competitive advantage.