SYSTEM OF SOCIALLY RESPONSIBLE MARKETING TOOLS: COMMUNICATIVE ASPECTS

Introduction. The problems of implementing social responsibility in the business environment are becoming more and more relevant in recent times. This is due to the fact that the business is strategically focused on improving the results of its activities and sees the implementation of socially oriented programs and projects as an opportunity to declare itself, going beyond the scope of its main activity and due to this to have an impact on the socio-economic environment in which it operates functions, improving it, thereby creating better opportunities for the implementation of its activities and obtaining better results in the future.It is socially responsible marketing as a tool for the implementation of social responsibility that is of particular importance in the implementation of these processes. Goal. The purpose of the study is to define and reveal the essence of socially responsible marketing and the system of communication tools inherent in it, taking into account the characteristics and features of the modern Ukrainian socio-economic environment. Materials and methods. The research materials are: 1) analytical data of the research of the Internet resource «Dsnews», which belongs to the «Power and Money» publication, regarding the activities of companies that systematically implement the practices of the concept of social responsibility; 2) open data on the activities of companies implementing social responsibility (websites and other open sources of information); 3) the works of domestic and foreign scientists investigating the problems of implementing social responsibility and factors influencing these processes. In the process of scientific research, the following methods were used: systematic approach; the method of theoretical generalization (to clarify the conceptual apparatus), the method of induction, deduction and analysis (to reveal key categories and concepts); methods of generalization and comparison (for a more detailed disclosure of the essence of the phenomenon, taking into account certain features inherent in it). The results. The scientific article reveals the essence and features of the processes of implementation and implementation of social responsibility through the use of socially responsible marketing, which in turn is implemented through the development and implementation of a system of communication tools, which can include: 1) formulation of the mission and strategy in which the concept is embedded social responsibility; 2) socially responsible behavior towards consumers, which is based on an active communication policy of the organization based on partnership relations;3) socially responsible behavior of the organization in relation to personnel, which is based on moral and ethical, social, legislative norms, which contributes to the development and realization of the potential of human resources and the manifestation of its social responsibility; 4) PR activities based on moral and ethical standards; 5) social advertising; 6) social donation (charity, sponsorship, patronage); 7) lobbying as a way to influence the formation of the legislative framework based on the interests of certain categories of society, organizations, groups or society as a whole;8) the use of modern digital technologies due to the presence on various Internet platforms, in social networks, which improves communication links with the environment, both external and internal, creates an expanded format of communication and allows not only to declare yourself, but also to join the most relevant and priority areas or projects that are extremely important today.