THE DEVELOPMENT OF SOCIALLY RESPONSIBLE MARKETING AS A CONSEQUENT EFFECT OF THE SOCIO-ECONOMIC TRANSFORMATION IN THE SOCIETY

Abstract

The process of globalization stimulated the transformation process of society's mindset and values, which also impact on socio-economic changes. The profit-oriented economy is being replaced by a solidarity economy, which needs different guidelines and coordination tools than a traditional business. The actuality of researching emphasizes by the change in the concept of marketing management, based on the idea of maximization profit due to the maximum satisfaction of needs, the concept of socially responsible marketing, which is based on empathy and meeting the needs of the target audience. The article is considered the concept of social responsibility marketing and analyses of its influence on customers' behavior. The aim of the research is to answer the question of how the effect of the implementation of the social responsibility principles in the activities of enterprises affects sustainable development and increasing the value of the brand. The research objectives: to analyze the definition of social responsibility marketing and its influence on brand forming; to develop a mechanism of marketing politics influence on society mindset; to compare traditional and responsible marketing and present its complexity. Methods, which the author used, are analyze and synthesis, cross-sectional, comparative methods, method of abstraction, induction, and deduction methods. The author considered the problems of using the concept of socially responsible marketing, the peculiarities of implementing the principles of social responsibility in the activities of companies. The author proposed a model of the impact of marketing policy on society and presented the main differences between traditional marketing and social marketing.