Sustainable Development and Social-Ethical Marketing
The research aims to examine the relationship between social-ethical marketing and sustainable development of large business in current conditions. Methodological basis of the research includes the theory of social-ethical marketing, concepts of sustainable development and corporate social responsibility. The authors characterize key international documents in this field. They prove that social-ethical marketing is becoming an important tool of corporate social responsibility of large business that ensures its contribution to sustainable development. The research shows that for sustainable development of business it is necessary to adopt programmes that accumulate plans of each of a company’s subdivisions concerning the achievement of target indicators in economic, social and environmental spheres, supporting the stability of company operation, as well as constant monitoring of their fulfillment. The authors pay particular attention to the analysis of non-financial reporting, which characterises sustainability and security of business, its readiness to cooperate with stakeholders and is an inherent part of social-ethical marketing. Practical results of the research proceed from the analysis of the data on participation of large Russian business in implementation of the concept of sustainable development and introduction of the main principles of social marketing in company activities.