СОЦИАЛНИЯТ МАРКЕТИНГ: НОВАТА ФИЛОСОФИЯ ЗА ОТГОВОРНОСТТА НА БИЗНЕСА

Abstract

Along the apparition and development of the Corporative Social Responsibility and the signing of the Global contract of UN (1999) an important step towards socialization of the society was made. The change in the social – economic relations led to a change in the marketing theory and practice. As a result of the intensive process of socialization of the marketing, plenty of terms came out like “social marketing”, “socially – ethic marketing”, “socially responsible marketing”, “socially oriented marketing”, etc. Their differences, essential characteristics, strategies and tactics along with their role in the sustainable development of the society are actively discussed in the contemporary theoretical discussions. The following publication summarizes the results of the theoretical and scientific - applied researches related to defying the social marketing, it’s essential characteristics and functions as a philosophy of the social responsibility of the business. The social marketing is being viewed as an element of the mechanism of the Corporative Social Responsibility. The opportunities for an increase of the social role of the business in the sustainable development of the global economy are being researched.