КОНЦЕПТУАЛЬНА МОДЕЛЬ ІНТЕГРАЦІЇ СИСТЕМИ СОЦІАЛЬНО-ВІДПОВІДАЛЬНОГО МАРКЕТИНГУ В СТРАТЕГІЮ УПРАВЛІННЯ ПРОМИСЛОВИМ ПІДПРИЄМСТВОМ

Abstract

The article presents a conceptual model of integration of socially responsible marketing system into the management strategy of an industrial enterprise; the system of socially responsible marketing of JSC “ZBK im. Svitlana Kovalska”, which is to ensure the development of society through the creation of comfortable housing and social infrastructure; openness of the company; responsibility for the quality of manufactured goods; support for social projects; environmental responsibility. It is concluded that the concept of socially responsible marketing has not yet become part of the organizational management of the company. It is proposed to improve the system of corporate social responsibility, which will be integrated into the management strategy of the enterprise in the areas of: social responsibility in the system of sustainable development; corporate social responsibility in the internal environment; business relations with external organizations on the basis of social responsibility; strategic corporate philanthropy (individual philanthropy of businessmen), which includes socially responsible investing; social entrepreneurship; social venture funds; non-financial report of the organization.