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The article deals with the problem of increasing the effectiveness of the introduction of energy-saving technologies and energy-efficient development of the Russian economy. The analysis of failures introduction to the B2B and B2C markets energy-saving technologies, products, programs and low interest of participants testifies to underestimation of marketing tools. The purpose of the study is to substantiate the need to use a marketing approach to the development and implementation of energy-saving programs, products and technologies in the B2B and B2C markets. The methodological basis of the research is the methods of logical, statistical, comparative, expert analysis, marketing research. The information base was made by normative legal acts, state programs in the field of energy efficiency, analytical materials, expert assessments. Research results: the necessity of marketing support of energy efficiency projects in the four-level system “state-region-companies-population” is substantiated; the features and key elements of the marketing model of energy-saving technologies, products, programs are highlighted; formulas for assessing the attractiveness and identifying stimulating factors at four levels are proposed, taking into account the classical approaches to assessing the effectiveness of investment projects. Practical value lies in the possibility of using recommendations in promoting and evaluating the attractiveness of energy-saving products, technologies and programs.

B2B and B2C marketing of energy-saving products, technologies and programs