PRINCIPLES OF BUILDING A SOCIALLY-ORIENTED MARKETING MODEL FOR A MODERN COMPANY

The article substantiates the necessity of developing a socially-oriented marketing model for companies that can harmonize the economic, environmental, and social interests of stakeholders amid market transformations. The current structural transformation of the market requires managers to go beyond tactical agreements and form a socially-oriented marketing model in which value for society, the environment and investors is harmonised within a single marketing paradigm. It is emphasised that when developing a scientifically sound model of socially-oriented marketing, a company should take into account both the basic rules of the classical marketing approach and modern trends and concepts that allow these rules to be expanded and deepened. Theoretical and methodological justification for establishing a system of rules and principles for building a socially-oriented marketing model was provided. An analysis of existing studies has shown that they consider social and environmental responsibility, sustainability, or digital transformation as separate vectors of development, while a unified, integrated concept that would combine these components into a comprehensive socially-oriented marketing model with its own rules and principles is still lacking in scientific discourse. To formulate this system, a comprehensive analysis of regulatory frameworks, concepts of social responsibility, ESG, lean production combined with Six Sigma, behavioral insights, and prior research findings was conducted. A three-level system of value-based, environmental, and process-related rules, along with a seven-level typology of principles for constructing a socially-oriented marketing model that shifts the managerial philosophy from transactional to partnership-based was proposed. It is emphasized that the implementation of these rules and principles will contribute to reducing resource consumption, strengthening competitive advantages, and improving the quality of life for consumers and communities. Further research in this area could focus on developing methodological tools to measure the impact of applying the proposed rules and principles on the financial and socio-environmental performance of companies.