METHODOLOGICAL APPROACHES TO EVALUATING THE EFFECTIVENESS OF CORPORATE SOCIAL RESPONSIBILITY IN THE MARKETING MANAGEMENT SYSTEM OF AN ENTERPRISE

Abstract

The article addresses the pressing issue of integrating Corporate Social Responsibility (CSR) into the marketing management system of an enterprise under conditions of business environment transformation and increasing regulatory requirements for non-financial disclosure. The institutionalization of sustainable development principles and the growing importance of the stakeholder approach significantly reshape the functions of marketing, transforming it from a promotional tool into a strategic mechanism for creating long-term value. Under these conditions, CSR should not be perceived as an autonomous social initiative but rather as an integrated component of marketing management aimed at strengthening the enterprise’s competitive positioning. The study emphasizes the necessity of developing an applied methodological framework for assessing CSR effectiveness specifically within the marketing domain. Particular attention is devoted to the conceptualization of CSR as a system of coordinated strategic and operational actions influencing consumer trust, brand perception, communication transparency, responsible product portfolio management, and stakeholder engagement. The paper substantiates the feasibility of applying a composite index approach to measure the level of CSR integration into the enterprise’s marketing management system. The proposed approach combines normative, process-based, and performance-oriented components of socially responsible marketing activities. The logic of structuring the functional blocks of the model is revealed, reflecting the key areas of CSR integration into marketing processes. An approach to determining their relative significance is outlined in the context of ensuring alignment between ethical standards, information transparency, customer perception, brand development, product responsibility, and social initiatives. The conceptual model is aimed at forming a systemic vision of CSR as a strategic managerial instrument capable of enhancing market stability and supporting sustainable enterprise development in contemporary economic conditions.