ESG-маркетинг в развитии адаптивных компетенций корпоративных структур

Практический маркетинг. 2025. № 6(336). С. 15–18.

Mkhitaryan S., Оботнина А. А.

The article outlines the main provisions of the ESG marketing concept, which the authors consider as an integrated set of environmental marketing (E), socially responsible marketing (S), corporate governance marketing, technology and innovation (G). According to the results of the study, ESG marketing is defined as a strategic area of marketing for corporate structures that develops environmental, social and corporate responsibility parameters in goods, services and a management system that are promoted using responsible marketing communications. The proposed approach will allow corporate structures to increase the company's long-term economic value and adaptively balance commercial, social and environmental business interests, while expanding the competitive advantages of domestic products and strengthening the corporate brand's image of high responsibility, which will always be a winning marketing strategy in the long-term market.

Keywords: устойчивое развитие, управление маркетингом, социальный маркетинг, корпоративные структуры, стратегический маркетинг, экологический маркетинг, устойчивый маркетинг, ESG-МАРКЕТИНГ, АДАПТИВНЫЙ МАРКЕТИНГ