MARKETING MANAGEMENT THEORIES AND CORPORATE SUSTAINABLE DEVELOPMENT: A THEORETICAL INTEGRATION

Abstract

Introduction. Contemporary global challenges of climate change, resource depletion, and social inequality necessitate rethinking the role of marketing management in ensuring corporate sustainable development. The traditional understanding of marketing as a tool for value creation focused on profitability does not meet sustainable development requirements, which imply intergenerational equity, environmental protection, and social responsibility. Industrial marketing plays a particularly significant role, as organizational purchasing decisions, supply chain standards, and B2B specifications determine environmental and social outcomes at scales exceeding individual consumer choices.

Purpose. Systematic analysis of six foundational marketing theories and their implications for corporate sustainable development, as well as development of a multi-theory integration model providing managers with a comprehensive approach to sustainable marketing implementation.

Materials and methods. The study is based on systematic comparative analysis of six marketing theories using methods of theoretical generalization, synthesis, and logical analysis. The analysis encompasses both B2C and B2B marketing contexts. The materials include works of leading foreign and domestic authors.

Results. Each of the six theories offers distinct yet complementary pathways for sustainability integration: segmentation theory identifies sustainability-oriented consumer and organizational segments including LOHAS consumers and organizational buyers with environmental criteria; the marketing mix embeds sustainability through eco-design, environmentally-informed pricing, sustainable distribution, and transparent communication; relationship marketing creates trust foundations for stakeholder engagement and supply chain sustainability management; green marketing addresses environmental dimensions through eco-labeling and supplier environmental qualification; sustainable marketing integrates the triple bottom line of economic viability, social welfare, and environmental quality; digital marketing reveals data-driven, AI-powered, and platform-based sustainability optimization opportunities for technological corporations. Comparative synthesis confirmed these theories are complementary rather than competing frameworks.

Discussion. Empirical validation of the proposed model across different industries, development of industry-specific recommendations for implementing integrated sustainable marketing, and longitudinal studies of marketing-sustainability integration evolution.