SOCIAL RESPONSIBILITY IN MARKETING AS A FACTOR OF SUSTAINABLE DEVELOPMENT OF CORPORATE BUSINESS

The article examines the theoretical and methodological foundations of socially responsible marketing and defines its essence, core principles, and key components. It systematizes the fundamental principles of socially responsible marketing that form both its ideological and practical basis. In particular, five core principles are identified – voluntariness, transparency, ethicality, stakeholder accountability, and a focus on sustainable development – which define the philosophy of responsible marketing activities in a socially oriented economy. The study analyzes the significance of these principles in building brand trust, strengthening corporate reputation, and fostering long-term relationships with all stakeholders (consumers, partners, communities, and public institutions). It is demonstrated that adherence to these principles enables businesses to transform social responsibility from a formal obligation into a strategic competitive advantage. Furthermore, the article explores the structural components of socially responsible marketing, covering all elements of marketing activity: product, pricing, communication, distribution policies, and innovation. For each of these components, practical examples of responsible implementation by leading companies are provided, illustrating how marketing strategies can be adapted to ethical, social, and environmental standards. Thus, the article not only defines the theoretical foundations of socially responsible marketing but also summarizes practical mechanisms for its implementation, which are of applied significance for both Ukrainian and international enterprises committed to the principles of sustainable development. The research substantiates that socially responsible marketing is a modern marketing concept that integrates the achievement of economic goals with the fulfillment of ethical, social, and environmental obligations to society. Special attention is devoted to analyzing the practical aspects of implementation, including the activities of global corporations, effective communication tools for promoting social initiatives, and the role of consumers in supporting corporate social responsibility principles. It is shown that the implementation of such practices contributes to brand trust, enhances a company's reputational capital, increases customer loyalty, and strengthens its competitive positioning. The study also identifies a number of barriers to integrating social responsibility into marketing strategies, including economic, organizational, and cultural factors. Finally, it provides recommendations for effective integration of CSR principles into marketing activities and outlines future prospects for the development of socially responsible marketing in the context of global sustainability trends.