Socio-ethical marketing as a progressive concept of business

In the article the necessity and importance of using socio-ethical marketing in the enterprise management system are substantiated; the evolution of marketing concepts is considered; the specific traits of social and ethical marketing and the features of use of social and ethical marketing in Ukraine are defined. Objective and subjective factors that demonstrate the causal relationship of further successful and sustainable business development with the development and implementation of marketing activities of corporations, companies and firms of socio-ethical marketing are elucidated. It is proved, that the inclusion of the socio-ethical component in the marketing activities of the company allows to create a positive image of the organization in the market of goods and services and to ensure long-term trust of customers, partners and consumers. The system model of social and ethical marketing of the enterprise is presented; the content of value, market-target, instrumental-methodical, technological, functional blocks of the presented model is formulated; the principles of social and ethical marketing are defined. The value block combines the basic principles of social and ethical marketing, which constitute the dominant value core of the entire system of socio-ethical marketing, determine marketing activities and set values for all economic activities of the enterprise. The market-target block includes the main goals of socio-ethical marketing. The instrumental and methodical block contains specific operational tools and methods of socio-ethical marketing. The technological block includes ethical and legal mechanisms and technologies for implementing the basic principles of socio-ethical marketing. The functional block includes the leading functions of socio-ethical marketing.

Keywords: socio-ethical marketing, marketing concept, model of socio-ethical mar­keting, principles of socio-ethical marketing.

doi: 10.32403/1998-6912-2021-2-63-177-183