Інтеграція ESG-критеріїв у маркетингові стратегії інвестиційних банків як фактор забезпечення конкурентних переваг

The growing role of ESG criteria in the financial sector necessitates their integration into the marketing strategies of financial market entities, particularly investment banks. The global challenges of sustainable development, increased regulatory requirements, and growing customer expectations regarding the transparency and responsibility of financial institutions determine the relevance of the study. The article aims to identify and substantiate mechanisms for taking ESG factors into account in the marketing strategies of investment banks to increase their efficiency, long-term competitiveness, and strengthen customer loyalty. The study is based on a systemic approach and combines methods of comparative and content analysis, as well as synthesis and generalization. Modern scientific approaches to ESG marketing are considered, and practical cases in the financial sector are analyzed, which allowed forming a holistic idea of ​​the possibilities of combining ESG and marketing strategies in the field of investment banking. The hypothesis is put forward that integrating ESG criteria into marketing strategies contributes to increasing their effectiveness, forming long-term competitive advantages and strengthening the trust and loyalty of customers. As a result of the study, the key mechanisms for taking ESG into account in the marketing activities of investment banks were systematized, and recommendations were proposed for the development of ESG-oriented strategies. The theoretical significance lies in the generalization of scientific approaches to integrating ESG into marketing strategic planning, which contributes to the development of sustainable marketing. The practical significance is determined by the possibility of using the proposed recommendations by investment banks to strengthen their competitive positions. The scientific novelty lies in the systematization of mechanisms for the integration of ESG criteria into the marketing strategies of investment banks and the formulation of approaches to their application. Prospects for further research are associated with empirical verification of the effectiveness of such mechanisms. The study is theoretical in nature.