THE IMPACT OF SOCIALLY RESPONSIBLE MARKETING ОN THE MANAGEMENT OF LOGISTICS SUPPLY CHAINS

Abstract

The article examines the theoretical foundations and evolution of the concept of social and ethical marketing and its impact on the management of logistics processes, namely supply chains, as a structure of modern logistics business. The article emphasizes the possibility of interpreting socially responsible marketing as an applied embodiment of the concept of social responsibility of business, aimed at forming long-term partnerships with its consumers by satisfying their needs and obtaining consumer values in such a way that it has a long-term positive impact on both their well-being and the environment, the well-being of society as a whole, as well as the financial and market position of logistics entities. The purpose of the study is to substantiate scientific approaches to the essence of socially responsible marketing and the concept of supply chain management, the theoretical justification of their forms and principles, the process of their interaction and the need to combine these two practices to increase the efficiency of the integrated logistics chain system in modern economic conditions, taking into account the complex of interests of all participants in the process. The implementation of the set goal requires solving the following tasks, namely, to clarify individual theoretical provisions of social responsibility of marketing within the framework of the concept of social responsibility and the concept of supply chains, to investigate and substantiate the impact of socially responsible marketing on increasing the efficiency and development of modern logistics systems. The methodological and theoretical basis of the study was the scientific works of domestic and foreign authors on problems related to ensuring the development of the logistics system and the concept of social responsibility of business. The article uses the method of analysis, comparison, data synthesis, the research is based on a systematic approach to the problems considered, the study of their interrelationships and development. The results of the research are the development of theoretical and methodological principles and relevant practical recommendations, which will allow developing effective strategies for logistics enterprises and increasing the efficiency and quality of supply chain management.