FEATURES OF INNOVATIONS IMPLEMENTATION IN ECOLOGICAL MARKETING OF SMALL AND MEDIUM-SIZED ENTERPRISES

The article considers trends in the development of small and medium-sized enterprises (SMEs) through the introduction of innovations in environmental marketing. The theoretical foundations of the concept of ecological marketing are substantiated. The necessity of introducing environmental innovations is considered, and certain shortcomings in increasing the innovative efficiency of SMEs are analyzed. Environmental innovations are quite relevant method of ensuring a balanced development of society, they contribute to greening at all stages of life. It is noted that certain endogenous and exogenous factors play a role in solving the problem of eco-innovative development of enterprises. The approaches of R. Kemp and P. Pearson (2007), which offer a systematic view on the division and categorization of eco-innovations, which can be worked on, are considered, but in general, even newer approaches take into account the classical division of innovations in terms of product, process, organization, technology and systemic change. It is substantiated that the need for innovations in environmental marketing of SMEs is the result of changes in the world and the world economy, which, accordingly, require these innovations, and the factors, pressures and changes, which affect the business that considers marketing environmental innovations, are investigated. The article considers the added value from environmental innovations at enterprises. It is environmental technologies that benefit trade and create new jobs, marketing environmental innovations are extremely important for economic competitiveness.