Впровадження соціально-етичного маркетингу в систему адаптивного управління підприємствами в умовах усвідомлення споживання
The article substantiates the feasibility of introducing the concept of social and ethical marketing into the system of adaptive management of enterprises in the conditions of conscious consumption. It is emphasized that the concept of social and ethical marketing is aimed at adaptive management of modern enterprises in accordance with the expectations of society. The periodization of the formation of socio-ethical marketing at Ukrainian enterprises was researched and the peculiarities of each period from the standpoint of business ethics were determined. It is proved that the marketing content filled with ethical content becomes the norm of modern business. The internal and external functional areas of introduction of social and ethical marketing in adaptive enterprise management system are proposed. The internal personnel and technology of production / sales of goods, works and services are assigned. External influences affects consumers, partners and contact groups, the environment and society. The criteria of the effectiveness of the implementation of the concept of social and ethical marketing are determined: increase of business value, increase of investment attractiveness of the enterprise, formation of a positive image, increase of loyalty of consumers and partners and community trust in the company, decrease of reputation and commercial risks. The presented results of the research can become the basis for the formation of the scientific base, further development and development of specific management tools for implementing the concept of social and ethical marketing in the system of adaptive management of enterprises in a conscious consumption. Prospects for further research in this direction will be the definition of the synergistic effect from the harmonious combination of internal and external functional areas of the introduction of social and ethical marketing.