ESG-ПІДХОДИ ДО РОЗРОБКИ СУЧАСНОЇ МАРКЕТИНГОВОЇ ПОЛІТИКИ РОЗПОДІЛУ, ESG APPROACHES TO DEVELOPING MODERN MARKETING DISTRIBUTION POLICY

<jats:p>Introduction. The integration of ESG principles into business activities has become one of the key trends in the development of modern enterprises, driven by the growing expectations of consumers, investors, public authorities, and other stakeholders regarding environmental responsibility, social accountability, and sound corporate governance. Under these conditions, marketing distribution policy is no longer limited to organizing the physical movement of goods from producers to consumers. Instead, it is evolving into a strategic instrument for ensuring sustainable development, enhancing enterprise competitiveness, and creating long-term value for all market participants. Purpose. The purpose of this article is to investigate the theoretical foundations and practical aspects of integrating ESG principles into the development of a modern marketing distribution policy, to identify the key directions for their implementation in the management of distribution channels, logistics processes, and interactions among supply chain participants, and to develop a conceptual model of an ESG-oriented marketing distribution policy. Methods. The methodological framework of the study is based on the concepts of sustainable development, ESG management, marketing management, logistics, and supply chain management. The research employs systemic, process-oriented, comparative, and structural-logical approaches, as well as methods of analysis, synthesis, and generalization of scientific literature. The application of these methods made it possible to identify the interrelationships between environmental, social, and governance factors and the processes of developing marketing distribution policy, as well as to substantiate the mechanisms for integrating ESG criteria into the enterprise's managerial decision-making system. Results. The study identifies the main directions for integrating ESG principles into modern marketing distribution policy, including the implementation of environmentally sustainable logistics solutions, the development of socially responsible relationships with partners and intermediaries, the enhancement of corporate governance transparency, the application of digital technologies to improve supply chain traceability, and the assessment of ESG performance indicators. A conceptual model of an ESG-oriented marketing distribution policy is proposed, integrating environmental, social, and governance criteria into the strategic and operational management of distribution channels. It is substantiated that the implementation of the proposed approach contributes to improving distribution efficiency, strengthening partnerships, enhancing corporate reputation, and creating sustainable competitive advantages for enterprises. Conclusions. Modern marketing distribution policy should be developed based on the integration of ESG principles as a strategic foundation for ensuring enterprise sustainability. The incorporation of environmental, social, and governance criteria into distribution channel management enables the optimization of logistics processes, improves transparency in supply chain relationships, strengthens stakeholder trust, and enhances enterprise adaptability to contemporary market challenges. The proposed conceptual model of an ESG-oriented marketing distribution policy can serve as a methodological framework for improving enterprise distribution management systems and supporting the implementation of sustainable development strategies.  </jats:p>