АНАЛИЗ СОВРЕМЕННЫХ ПОДХОДОВ К ИЗУЧЕНИЮ МАРКЕТИНГОВЫХ ТЕХНОЛОГИЙ УПРАВЛЕНИЯ УСТОЙЧИВОСТЬЮ КОМПАНИЙ КРЕАТИВНЫХ ИНДУСТРИЙ

Abstract:
In the creative economy, ecosystem interactions are increasingly important for maintaining the sustainability of companies. The specifics of creative industries require taking into account not only financial indicators, but also their contribution to the development of innovation, culture and the quality of life of the population when assessing sustainability. At the same time, theoretical approaches to the study of marketing technologies for managing the sustainability of companies in creative industries remain insufficiently developed. The purpose of the article is a critical analysis and systematization of modern scientific approaches to the study of marketing mechanisms for ensuring the sustainability of subjects of the creative economy. The scientific novelty lies in the development of the author’s classification of scientific approaches to the study of the sustainability of subjects of creative industries and the construction of a system of methodological foundations of sustainability for them. The methodological basis of the research is a set of general scientific methods, including a systematic analysis of scientific literature, synthesis of the data obtained and scientific visualization. Based on the results of the research, the author has developed a methodological framework for assessing the sustainability of companies in the creative industries, taking into account the considered approaches and marketing management technologies in this sector of the economy. The results obtained can be used in the formation of long-term solutions to maintain the sustainability of the company, taking into account the contribution of marketing to its operational and financial activities. It is advisable to direct further research to the development of a process model for benchmarking the sustainability management of creative industries in the context of ecosystem interaction.