MARKETING MIX OF QUALITY 5.0: MANAGEMENT OF THE DEVELOPMENT OF GLOBAL BRANDS USING SUSTAINABLE INNOVATIONS

The article examines the transformation of marketing activities under the influence of the concept of management of Quality 5.0. We prove that Quality 5.0 is no longer just a technical category – it integrates ethical, social, and environmental dimensions, relying on the principles of sustainable development, human-centrism, digital ethics, and cyber resilience. We demonstrate that, to preserve competitiveness, modern global brands modify the traditional marketing mix (7P), adapting it to address the challenges of digital transformation and the needs of stakeholders. We consider new approaches to the development of products, which are based on eco-innovations, sustainable supply chains, transparent pricing, personalised channels of distribution, digital communications with the focus on environmental responsibility, partnership relations, and social role of the brand. The methodological foundation of the research is the combination of the theory of quality, marketing concepts of sustainable development, approaches to digital transformation of business, and the case method. We use the methods of content analysis of scholarly sources, analysis of the practices of responsible business of global companies, and methods of comparison, generalisation, deduction, and interpretation. The scientific novelty of this paper lies in the updated interpretation of the marketing mix through the lens of Quality 5.0, in which each of its elements is considered as a tool of strategic influence on the formation of the values of sustainability, ethical consumption, and digital responsibility. We distinguish the key mechanisms of implementing these principles by the example of the activities of global brands, which demonstrate the ability to combine technological innovations with ethical positioning and social impact.