Marketing Pricing and Branding in the Context of an Enterprise's Sustainability Strategy

Abstract

In today's complex and unpredictable macro environment and under dynamic changes in global markets, the competitiveness of an enterprise and its goods and services depends on many factors. One of the important prerequisites for strengthening competitive positions and achieving company goals is ensuring a combination of economic growth with environmental and social responsibility. In recent years, more and more enterprises and organizations in various sectors of the economy have been implementing the principles of sustainable development in their strategies and adhering to them in their activities. Such changes also involve the transformation of the role of marketing in managing the sustainable development of an enterprise and the adaptation of marketing tools to new challenges. The purpose of this article is to study the features and tasks of pricing, marketing communications, and branding in the process of implementing a sustainability strategy by an enterprise; to identify ways to adapt pricing strategies, communication tools, and brand management for their greater consistency with corporate goals in the field of sustainable development and the expectations of modern consumers in the B2C and B2B markets; analysis of the impact of such changes on the competitiveness of goods and services and market positions of the enterprise. To achieve the stated goal of the article and by the general logic of the study, several general scientific and special methods were applied, in particular, comparison, abstraction, analysis and synthesis, and generalization.

As a result of the study, it was determined that the scientific literature does not sufficiently consider sustainable marketing in general and the role and features of its tools, methods, and approaches, particularly in pricing, communications with customers and business partners, and branding. The analysis allowed us to identify promising areas for transforming these marketing components in the context of sustainable development and their impact on increasing the effectiveness and efficiency of implementing corporate strategies, which should consider not only financial but also environmental and social aspects.

It is concluded that in the context of increasing attention to the principles of sustainable development both at the global and national levels, an important factor in the success of enterprises in the B2C and B2B markets is the appropriate adaptation and use of the potential of marketing tools, in particular price, communications, and brand management.