SUSTAINABLE DEVELOPMENT AS A CONCEPTUAL BASIS OF DAILY MARKETING

Abstract

The article reveals the essence of sustainable development as a universal methodological framework that defines the strategic guidelines for modern socio-economic transformations and directly influences the marketing activities of enterprises. It is determined that integrating sustainable development principles into marketing strategies is a prerequisite for increasing enterprises' competitiveness in a globalized environment and, simultaneously, a tool for harmonizing the interests of various stakeholder groups. The paper reveals the key aspects of the interaction between globalization processes and the concept of sustainable development, defines the influence of climate, demographic, and social megatrends on marketing practices, and characterizes the institutional mechanisms that form the basis for implementing new models of sustainable marketing. It is substantiated that modern marketing is based on ESG approaches, the development of a circular economy, and 'green' innovations, while the problems of comprehensive methodological support for evaluating the effectiveness of sustainable marketing strategies and their adaptation to sectoral and national conditions remain unresolved. The successful implementation of a sustainable development strategy is a multifaceted process that depends on a number of key factors. It is determined that a fundamental condition is the integration of the strategy into national plans and policies, as isolated initiatives have limited chances of being effective. The importance of adequate funding is substantiated, which ensures the implementation of infrastructure projects, research, and social programs with the participation of state, private, and donor resources. The role of civil society and stakeholders in increasing the transparency and effectiveness of implementation is revealed. The importance of continuous monitoring and evaluation for timely correction and improvement of strategies is determined. It is proven that the systematic nature of these factors forms the basis for real and sustainable results in achieving sustainable development goals. It is determined that further scientific research should be aimed at developing universal yet flexible models for integrating sustainable development principles into the marketing activities of enterprises.