End-to-end integration of ESG principles into the company's marketing strategies

Abstract

The article examines the theoretical and methodological aspects of the end-to-end integration of ESG principles into the marketing strategies of modern companies in the context of the transformation of the concept of sustainable development and the strengthening of stakeholders' demands for environmental, social and managerial responsibility of business. The relevance of the research is justified by the changing role of marketing in the strategic management system, the introduction of ESG approaches into the practice of companies, the formation of long-term competitive advantages based on the principles of sustainable development. The authors note that in the scientific literature, ESG principles are most often considered in the context of corporate governance, non-financial information disclosure, and investment attractiveness. At the moment, the issues of integrated integration of ESG approaches into the process of forming marketing strategies of firms remain poorly explored. In the article, the authors consider modern foreign and domestic approaches to the study of the relationship between ESG and marketing activities. The authors note that there are scientific limitations and there is a need to move from partial implementation of ESG practices to their systematic nature at all stages of the development and implementation of the company's marketing strategy. Theoretical and methodological provisions on the implementation of ESG factors in the company's marketing activities are proposed. They cover the full management cycle: analyzing the environment, setting goals, forming a marketing mix, implementing, as well as evaluating the effectiveness and further adjusting the company's strategy. Thus, the proposed approach is cross-cutting. The article reveals the features of the influence of ESG principles on the formation of consumer value, the development of long-term relationships with stakeholders, increasing the level of trust in the brand and reducing reputational risks. It is proved that the end-to-end integration of ESG principles contributes to the alignment of marketing solutions with the goals of sustainable development, increases the adaptability of organizations to changes in the external environment and creates conditions for the formation of sustainable competitive advantages. The results of the study allow us to develop theoretical ideas about the role of ESG in strategic marketing and expand existing scientific approaches to the formation of marketing strategies of companies. The practical significance of the research lies in the possibility of using the proposed theoretical and methodological provisions in the development of marketing strategies of organizations in various sectors of the economy focused on achieving sustainable development goals, increasing the effectiveness of marketing activities and strengthening competitive positions in the long term.