Социально-этический маркетинг как инструмент реализации концепции устойчивого развития социально ответственной организации

Abstract

The issues of using the concept of sustainable development in the management practice of modern enterprises and organizations focused on development and permanent strategic growth are updated. The indicators of sustainable development of an economic entity in the trinity of economic, social and environmental indicators are presented. It is determined that the concept of socio-ethical marketing implemented by the organization as a tool of a socially responsible organization maximally contributes to achieving the goals of a progressive modern concept. The analysis of the tools of social and ethical marketing of the EFKO Group of Companies (EFKO Group) of the Belgorod region, one of the largest food companies in the Russian Federation, a leader in the fat and oil industry market, guided in its activities by the principles inherent in the concept of sustainable development. The dynamics of the main indicators of the Group's economic activity against the background of permanent investments in the implementation of social and ethical activities is presented. The correlation of the value of social investments (expenses for social and ethical marketing) and the value of sales (revenue) of EFKO Group indicates a close relationship between the analyzed indicators. The profit forecast using the exponential smoothing method against the background of growing social investments and social and ethical activity of EFKO Group proves the expediency (including economic) of implementing social and ethical marketing and defines this toolkit as contributing to the growth of the organization's competitiveness not only through active marketing activities, but also through the formation and maintaining a positive image and business reputation of the company; strengthening the image of a socially oriented employer, which is confirmed by the results of independent comparative studies and assessment of the investment and credit attractiveness of companies in the market.