MANAGING SUSTAINABLE ENTERPRISE DEVELOPMENT THROUGH THE INSTRUMENTS OF SOCIALLY RESPONSIBLE MARKETING

The article explores the theoretical foundations and applied potential of socially responsible marketing (SRM) as a strategic tool for managing sustainable enterprise development in the context of contemporary economic, environmental, and social challenges. As global sustainability demands intensify, businesses are expected not only to generate profit but also to demonstrate long-term resilience, social value, and ethical conduct. In this light, socially responsible marketing is conceptualized not merely as a communication tool or a reputation-enhancing mechanism but as an integral part of enterprise strategy, capable of aligning corporate objectives with the interests of society and the environment. Drawing upon a comprehensive review of the relevant literature and the analysis of Ukrainian case studies, the research highlights the multidimensional impact of SRM on enterprise performance. It demonstrates that implementing SRM practices strengthens stakeholder trust, improves brand perception, enhances employee engagement, facilitates investment attraction, and expands opportunities for cross-sectoral partnerships. The article emphasizes that in the Ukrainian context—characterized by economic instability, war-related disruption, and social transformation—the role of SRM becomes particularly critical. It allows enterprises to act not only as economic agents but also as responsible participants in societal recovery and development. A conceptual five-step model for integrating SRM into the sustainability management system of an enterprise is proposed. This model includes the assessment of socio-environmental risks, the formulation of sustainability-aligned corporate goals, the development of targeted CSR programs, the creation of internal monitoring indicators, and the evaluation of outcomes using ESG metrics. Furthermore, an original formula for calculating the Integrated SRM Efficiency Index is introduced, enabling quantitative evaluation of the balance between achieved social/ecological results and the investment in responsible marketing activities. The study contributes to the advancement of strategic management theory by positioning SRM as a dynamic and adaptive system element that enhances enterprise sustainability and resilience. The conclusions underscore the need for further empirical research to validate the proposed model across various industries and enterprise sizes, particularly within economies undergoing crisis and post-crisis recovery. The findings are of particular relevance to Ukrainian enterprises seeking to modernize their operations and embed sustainability into their core strategy, offering a practical roadmap for integrating ethical, environmental, and social imperatives into business decision-making.