Qualitative Literature Analysis: ESG Plans and its Relationship with Corporate Marketing Strategy

Purpose: Sustainable marketing orientation contributes to the sustainability performance of firms, and thus, dedicating long-term efforts to ESG principles will increase marketing efficiency in the future. Nonetheless, there are still many gaps regarding how marketing management integrates ESG considerations into its strategic processes. This research investigates four major ESG plans related to corporate marketing, the approach taken in their implementation. Research design, data and methodology: The PRIZMA statement was used to obtain relevant literature datasets. In the screening phase, articles and their titles and abstracts were scanned for the following criteria: (i) the articles must include ESG activities, (ii) there must be a clear link between the ESG activities and marketing strategy. Results: The findings of the literature analysis have suggested that four categories of ESG plans have been suggested to greatly help organizations enhance their marketing strategies and sustainability initiatives. These plans are strategic and measurable and investigate the social, environmental, and governance aspects of marketing. Conclusions: The four ESG plans presented in this research assist practitioners in how sustainability can be integrated shamelessly into the marketing concept for business value. With these plans, firms can address new sustainability requirements in the supply chain for their goods.