Russian Federation
the article discusses the specifics of marketing for greening organizations focused on B2B and B2G segments. Based on the analysis of foreign experience and the current state of the Russian market, key areas of adaptation are identified: integration of sustainable development principles taking into account Russian specifics, digital transformation of communications with an emphasis on local channels, revision of the value proposition for institutional customers in the context of rising costs, as well as linguistic adaptation of marketing materials in accordance with new legislative requirements. Practical recommendations for the formation of effective marketing strategies are proposed.
green marketing, landscaping, B2B marketing, B2G marketing, adaptation of foreign practices, ESG, Russian market
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