MARKETING ASPECTS OF CORPORATE SOCIAL RESPONSIBILITY

The article highlights the essence of the concept of «corporate social responsibility» (CSR) and provides its author's interpretation — the company's policy towards its stakeholders, which goes beyond the rules of doing business, and provides a symbiosis of economic, social and environmental aspects. CSR includes two vectors of activity: the development of socio-economic relations, addressing environmental safety issues. It is determined that according to the concept of socioethical marketing, the company identifies the needs and interests of target market segments and meets them by using effective methods in combination with maintaining or strengthening the welfare of both consumers and society as a whole. CSR is implemented on the basis of socio-ethical marketing, constant interaction with stakeholders and aims to reduce non-financial risks, long-term improvement of the company's image and business reputation. Peculiarities of correlation of CSR business with social and ethical marketing are revealed. It is established that CSR in combination with the concept of socio-ethical marketing is a tool of corporate strategy aimed at achieving sustainable development of the company in three areas — economic, environmental and social. The components of the CSR strategy and the concept of social and ethical marketing have been formed. It was found that the CSR philosophy in the market should be the basis of any marketing concept chosen by the company at each stage of development and management system. The basic concepts of marketing and their characteristics are given. The focus of corporate social responsibility of the company in marketing concepts is highlighted. The marketing mechanism of corporate social responsibility management of the company is developed, which is a modern tool for managing the development of the organization in the conditions of increasing changes in the external environment. It is noted that the introduction of a marketing mechanism helps to increase CSR through the formation of ethical standards of the company, meeting the needs and interests of consumers and society as a whole.