USE OF MARKETING TECHNOLOGIES IN THE DEVELOPMENT OF ENTERPRISES AND THEIR IMPLEMENTATION OF SOCIAL RESPONSIBILITY IN CONDITIONS OF ELECTRONIC COMMERCE

The subject of the research is the peculiarities of the use of marketing technologies for the development of enterprises in the environment of e-commerce and digital economy, as well as their implementation of social responsibility. The purpose of the article is to establish the features of Internet marketing and the impact and directions of application of marketing technologies on the development of enterprises and their implementation of social responsibility in the e-commerce environment as an important part of the digital economy. The methodological basis of the article are methods of system-structural analysis and synthesis, historical and monographic, economic comparisons. The results of the article. As a result, it was determined that Internet marketing or marketing technologies for enterprise development cover specific tools and techniques. However, since social responsibility, which is introduced in the traditional economy as an important factor in improving the image and business reputation of business, helps to increase the loyalty and profitability of enterprises, it should be implemented in the e-economy. Its specific forms and manifestations are established. Field of application of results. Conclusions and results of the article can be used by enterprises in the implementation of marketing technologies in e-commerce; in the educational process of economic specialties of higher education institutions. Conclusions. The development and operation of enterprises in the e-commerce environment are accompanied by special strategies and technologies of Internet marketing. They apply not only to its components and tools, typical of online conditions (interactivity, targeting, web analytics) but also to various forms and manifestations of social responsibility. Given that e-commerce is targeted at the target audience, manifestations of social responsibility help to improve the business reputation and image of enterprises, and thus attract additional customers. Manifestations of social responsibility are: providing information and presenting new quality products from processed raw materials; development and use of loyalty programs for regular customers; accrual of bonuses for the purchase of goods for animals, as well as environmental orientation; providing promotions and discounts on food products and basic necessities. It is also the provision of free delivery of goods - unconditionally or under certain conditions. Finally, it is the online sale of only products and services that are permitted by law. This includes providing truthful information and publicity, good faith and accountability.