РЕЛЯЦІЙНИЙ МАРКЕТИНГ І МОДЕЛІ УПРАВЛІННЯ КОНЦЕПЦІЙ «БЕРЕЖЛИВОГО ВИРОБНИЦТВА» В ЕПОХУ ЦИФРОВІЗАЦІЇ

The article examines the main relational marketing approaches in the context of environmentally-oriented production. This study focuses on the implementation of lean marketing in manufacturing processes using Industry 4.0 technologies. This study analyzes the concepts of lean production, aimed at eliminating waste, optimizing processes, and creating value for the customer with minimal resource consumption. This paper explores the potential of relational marketing as a key approach to building long-term, value-based customer relationships in the context of the Lean Production concept. The possibilities of relational marketing as a tool for strengthening sustainable relationships with customers within the framework of the lean manufacturing philosophy are also considered. Current management models that contribute to the implementation of the principles of loss minimisation, increased operational flexibility and sustainability of business processes are analysed. Particular attention is paid to the influence of digital technologies – CRM systems, automation of client scenarios, data analytics - on the adaptation of relational marketing to the requirements of the Lean approach. The role of digital solutions – intelligent data processing algorithms – is highlighted. Recommendations are presented on the formation of hybrid marketing and production strategies that help create sustainable value and strengthen the competitive advantage of enterprises in the digital age. The paper examines modern management models that reduce losses, optimize processes, and increase value for the consumer. The paper proposes integration strategies that combine marketing and production processes aimed at achieving sustainable efficiency and competitiveness of enterprises in the digital era.