# 32 186-189 View full article

УДК 338.26

DOI: https://doi.org/10.36887/2415-8453-2024-3-32

Mazorenko Oksana,
Candidate of Economic Sciences, Associate Professor of Management and Business Department,
Simon Kuznets Kharkiv National University of Economics,
https://orcid.org/0000-0003-1784-697X
Popkova Svitlana,
PhD student, Odesa National University of Technology,
https://orcid.org/0000-0001-6387-8337

JEL classification: M31

In the contemporary business landscape, integrating socially responsible marketing into enterprise strategies is increasingly recognized as a critical factor for sustainable development. This article delves into the essential role that socially responsible marketing plays in ensuring the strategic development of an enterprise, highlighting its impact on long-term viability and competitiveness. Socially responsible marketing involves incorporating ethical, social, and environmental considerations into marketing practices, fostering a more holistic approach to business development. As consumers become more conscious of the ethical implications of their purchasing decisions, enterprises that prioritize socially responsible marketing are better positioned to build trust, customer retention, and a more substantial market presence. Furthermore, the article explores the role of SRM in driving the strategic development of enterprises. By emphasizing sustainability and social responsibility, businesses are encouraged to develop new products and processes that minimize environmental impact and address societal needs. Moreover, socially responsible marketing fosters strong relationships with stakeholders, including investors, communities, and regulatory bodies. Transparent communication and genuine efforts to address social and environmental issues help build stakeholder trust and support, which are crucial for long-term strategic sustainability. This positive stakeholder engagement also mitigates risks and enhances the enterprise’s ability to navigate complex environments.

In conclusion, integrating socially responsible marketing into the strategic development of an enterprise is not merely a trend but a fundamental component of modern business practice. Socially responsible marketing supports the sustainable development of an enterprise by aligning economic, social, and environmental goals, thereby creating a competitive advantage and ensuring long-term success. As businesses continue to evolve in response to global challenges, the adoption of socially responsible marketing will be essential for maintaining relevance and achieving strategic objectives.

Keywords: enterprise development, strategic development, sustainable development of an enterprise, development strategy, strategic sustainability, social responsibility, socially responsible marketing, enterprise.

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The article was received 25.07.2024