SOCIAL ORIENTATION OF MARKETING CONCEPT

Viera Čihovská

DOI: http://dx.doi.org/10.12775/JPM.2013.004

Abstract


Marketing, which has been viewed as an eff ective philosophy and conception of managing the area of profi t, shifts and extends its limits beyond material products and services towards other activities. Modern marketing concepts respond to increasing social problems of individuals as well as society and off er solutions on how to carry out changes in attitudes to negative social phenomena and to the change in the target public behaviour in order to achieve socially desirable attitudes and ideas. The mission of Social marketing is aff ecting voluntary behaviour of target groups in order to improve the quality of their lives and ensuring welfare for the entire society. The aim of the paper, in this context, is to give an insight into the problems of social marketing, i.e. the topic that has not been adequately worked out in our country, explain its essence and characteristic features, and identify main areas of social problems the solutions to which are off ered by the society-oriented concept of marketing. In this paper were used heuristic, descriptive and comparative methods to apply ideas and approaches from world authorities which involve within this issue. Furthermore, the paper is based on the author’s fi ndings from surveys of social project in Slovak republic named as “Na veku záleží“, in which will be continued. This original project aimed to strengthen the awareness of prohibiting the sale of cigarettes to minors respondents.


Keywords


Marketing; social marketing; profi t-oriented marketing; social responsibility; marketing techniques and approaches

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