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At present, there is a reorientation of the current model of the market economy towards the principles of sustainable development. The process is accompanied by the implication of the marketing concept of managing socio-economic systems, the technology of which provides reasoning of the determined guidelines that must be adhered to. In this context, the coherence of marketing imperatives is a determinant of ensuring the development of socio-economic systems, whereas the marketing-imperative approach should be considered one of the levers of sustainable economic development. Therefore, the purpose of the study is a complex substantiation of the theoretical and methodological content of marketing imperatives, the interpretation of their coherent influence on the management of socio-economic systems. The methodological basis of the study is an integrated combination of general scientific methods of systematic cognition and possibilities of application of specific methodological approaches to solving problems and verification of the formulated study hypothesis; the methods include monographic, hypothetical prediction, abstract-logical, induction and deduction, historical and economic, structural-functional analysis, abstraction and content analysis, construction of concepts and categories, graphical and tabular. The study provides insights into the special features of the evolution of the etymological essence of the imperative in the context of transformations of socio-economic systems; the essence of marketing imperatives in view of marketing ideology is substantiated; the mechanism of transformation of objectives into imperatives in achieving the goal of socio-economic system is developed; the necessity of the implication of the marketing-imperative approach in sustainable economic development is proved. The practical value of the study consists in the scientific substantiation of the theoretical and methodological content of marketing imperatives, the specification of their coherent impact on the management of socio-economic systems. Further studies are aimed at developing criteria for measurement, assessment, and interpretation of the effect after the implementation of marketing imperatives with subsequent testing of results |
