"Green" economy and modern marketing: problems of client-orientation of organizations and their life cycle

Trends in the modern world economy, associated with the development of resource and energy efficiency, social responsibility ethics, are crucial for marketing as a leading area of market activity of the companies. In the article the idea is stated, that the introduction of the customer orientation principle and the effectiveness in formation of client-orientated models of the company''s interactions with partners on the market, above all, with consumers, in the context of «green» economy is mostly determined by the organization''s life cycle stage. As a methodological basis for client-orientation principle realization it is proposed to represent the organization as a «liv-ing» system.