Marketing Technologies for Transforming the Management of ESG-Oriented Organization in the Digital Economy

The value system of society can be characterized as largely dependent on the management of the marketing system of organizations when the preferences are often the result of the marketers’ efforts. This situation can be used for socially useful purposes, bringing to society the values of sustainable development in the form of ESG principles with the help of marketing technologies. The research presents a systematization of approaches to the integration of ESG principles into the value system of society through marketing tools to transform the organizations’ management. The research aims to develop the principles of managing the organization’s marketing system aimed at integrating ESG goals into society’s value system. The main methodology of the research is the innovation-cyclical paradigm of sustainable development, the basis for the implementation of which is supposed to be based on the organization’s activity aimed at realizing its economic interests and maintaining balance with social interests. The research result determines the list of elements of scientific novelty and its practical significance. The research result is the model developed by the authors combining the tasks of marketing management in the transformation of the society’s value system, approaches to integrating ESG principles into its activities, and digital tools. The developed model covers the identified gaps in the management of the organization’s marketing system and its impact on the values of society. Moreover, it forms a practical basis for integrating ESG principles in the activities in the digital economy.