Marketing Sustainability of Enterprise Business Projects as a Factor Supporting Regional Economic Stability

Abstract

: The paper presents the development of the concept of sustainable marketing in the planning and implementation of business projects of enterprises. Marketing sustainability of business projects is considered an independent subsystem of project activities management, which responds to market risks of the project by marketing techniques and methods, and ensures the implementation of the values of sustainable development. Above all, these are the values of ecology and social justice. Developing marketing sustainability systems is a complex task that can be difficult for traditional project management modes. Therefore, there is a need to expand business advisory services. This challenge can be addressed at the regional level. Thus, at the level of regional governance, the sustainable development of the territory's enterprises will be promoted, which will cause a reverse effect on increasing the sustainability of economic processes in the region.