STRATEGIC MARKETING AS A COORDINATOR OF SUSTAINABLE DEVELOPMENT: THEORETICAL AND CONCEPTUAL BASIS OF THE NEW MANAGEMENT PARADIGM
Abstract
The article develops the theoretical and conceptual foundations of a new managerial paradigm based on the integration of strategic marketing into the sustainable development system of organizations. It is argued that strategic marketing is undergoing a transformation from a traditional tool of competitive struggle into a coordinating institution that ensures the integrity of sustainability strategies, stakeholder communications, and the formation of a value-oriented organizational culture. This evolution positions marketing not merely as a functional market instrument but as a central mechanism for aligning long-term business objectives with environmental, social, and governance (ESG) priorities, ethical standards, and the principles of corporate social responsibility. The proposed concept of marketing-centric sustainable management defines marketing as an integrator of economic, social, and ecological goals, enabling organizations to adapt effectively to the challenges of global development, technological change, resource constraints, and shifting societal expectations. Within this framework, marketing acts as a driver of resilience, innovation, and brand authenticity, coordinating strategic initiatives across all levels of decision-making, from corporate governance to operational processes. The study generalizes and reinterprets the modern role of marketing as both a catalyst for sustainability and a tool for shaping next-generation business models. By synthesizing classical and contemporary approaches, it highlights how marketing’s value-driven logic contributes to competitive advantage, stakeholder trust, and systemic adaptation. The findings suggest that embedding strategic marketing into the governance architecture of organizations fosters not only market performance but also long-term societal and environmental impact, thereby redefining the foundations of sustainable competitiveness in the 21st century. Ultimately, the research emphasizes that in a volatile and interconnected global environment, the ability of marketing to serve as a unifying strategic platform may determine the future viability, legitimacy, and leadership potential of enterprises. Keywords: strategic marketing, sustainable development, management paradigm, value-oriented management, marketing-centric management.
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