Sidielnikov D. Strategies for socially responsible marketing of enterprises in the field of sports

The theoretical and methodological foundations and practical recommendations for the formation of strategies for socially responsible marketing of enterprises in the field of sports are substantiated. The features of the evolution of socially responsible marketing are identified, the essence of socially responsible marketing is disclosed and its defining features in comparison with related categories are outlined. The author's own definition of the concept of “socially responsible marketing” is formulated, focusing on a strategic approach to management and integration of values in the process of meeting the needs and expectations of stakeholders. A theoretical model of socially responsible marketing has been developed, which demonstrates its development from a peripheral task to a central integrated component of business. The scientific approaches to the formation of socially responsible marketing strategies are analyzed and the expediency of developing an integrated approach that would operate on the principles of the process approach, 4 P's (marketing complex) and STP approach is substantiated. The author's own definition of the socially responsible marketing strategy is formulated by summarizing the key aspects of the latter and the content of the marketing strategy, taking into account the clarified hierarchical subordination of relevant measures and actions. The place of the socially responsible marketing strategy in the strategic set of enterprise is determined. The strategies of socially responsible marketing are classified by levels of management and the activities of socially responsible marketing are systematized by functional areas. The strategic role of socially responsible marketing in the management system of sports enterprises is disclosed. A structural model of socially responsible marketing in the field of sports has been developed, which forms an idea of the infrastructure of the sports sphere as a single socio-economic space, describes the driving forces, components and tools of socially responsible marketing in this area. The strategic guidelines for socially responsible marketing in the field of sports are highlighted. The evolution of the concept of socially responsible marketing in sports is studied, the strategic guidelines of social responsibility of enterprises in the field of sports are characterized, and the means of achieving them are outlined. A scientific and methodological approach to identifying the most influential drivers and barriers of socially responsible marketing in the sports industry based on the matrix method of expert assessments is developed. The factors of formation of the strategy of socially responsible marketing in the field of sports are systematized by the directions of internal and external influence. The most important factors and directions of formation of the strategy of socially responsible marketing of enterprises in the sphere of sports are substantiated. The expediency of forming a socially responsible marketing influence through the most popular sports in specific countries is substantiated. A conceptual model for the formation of a socially responsible marketing strategy has been developed. The article identifies and summarizes the characteristic features of sports enterprises based on their grouping by type. A comparative analysis of the social responsibility of brands in the sports sphere and other industries has become the basis for the development of the STP approach to the formation of a strategy for socially responsible marketing in the sports sphere. The basic and specific principles of socially responsible marketing of enterprises in the field of sports as part of the developed model are clarified. The possibilities of forming a competitive socially responsible advantage based on the 4P approach are substantiated. A systematic model for evaluating the effectiveness of socially responsible marketing strategies of enterprises in the field of sports has been developed. Within its framework, a scientific and methodological approach to evaluating the effectiveness of socially responsible marketing strategies is proposed, taking into account the features of sport as a product and as an instrument of social responsibility. The process of substantiating the strategy of socially responsible marketing of enterprises in the field of sports on the basis of KPIs is defined and its feasibility is substantiated.The directions of socially responsible marketing for football clubs are characterized, the effectiveness of socially responsible marketing is evaluated.The methodology for choosing a strategy for socially responsible marketing by football clubs based on forecasting key performance indicators and building a decision tree for strategic choice of an alternative is substantiated.The influence of the interactive strategy of socially responsible marketing on the activities of football clubs is characterized.