National University «Lviv Polytechnic» ECO-MARKETING AND ECO-LOGISTICS IN INNOVATION ACTIVITY OF ENTERPRISES

In the modern conditions the defining task for innovation management of domestic enterprises, along with the increasing their competitiveness, should act to facilitate solving the current environmental crisis through the use of environmentally friendly and resource-saving technologies. Today, the concept of environmental marketing becomes increasingly relevant-the essence of which is based on the orientation of the production and distribution processes of the enterprise to create environmental goods (services), further stimulating demand for them and to meet the environmental needs and demands of consumers. In accordance with the environmental marketing concept modern enterprises need to plan all aspects of their business activities and implementation of this process should include the consideration of needs and requirements of the market basing on the principles of ecological safety [1, p. 81]. In turn, eko-logistic concept is based on minimizing the negative impact on the business environment, reducing the use of scarce natural resources. Not only the harmful emissions, that are a by- product of industrial activity, must be understood i