SOCIALLY RESPONSIBLE MARKETING AS A WAY TO INCREASE THE COMPETITIVENESS OF BUSINESS ENTITIES
Abstract
With the development of a market economy there are problems of balancing the interests of all participants in production, consumers and society as a whole. This arouses interest in the concept of socially responsible marketing, which allows companies to focus on sustainable development and social values in solving business problems. The purpose of the article is to study the implementation of the concept of socially responsible marketing by business entities. The article considers the main aspects of the concept of socially responsible marketing, its importance for businesses. Related areas of research related to socially responsible marketing are identified based on bibliometric analysis of articles published in the Scopus database from 2010 to 2019 using VOSviewer software. It was found that the largest number of publications on the subject is available in the United States, Great Britain, Spain and Australia. The basic principles of socially responsible marketing are grouped and its characteristic features are singled out. Particular attention is paid to the analysis of its basic tools. The tools of socially responsible marketing are broader than classical marketing, and include: marketing; consumer research; study of social and environmental consequences of production; consumption of manufactured goods and services. The authors noted that with traditional analytical methods in implementing the concept of socially responsible marketing, given the strategic direction of modern marketing, it is necessary to use multidimensional methods of analysis: SPACE-analysis, PEST-analysis, ETOM-analysis, QUEST- analysis, SNW-analysis, SWOT analysis, KPI analysis. The key features of the introduction of socially responsible marketing at the enterprises of Ukraine are analyzed. The paper substantiates that socially responsible marketing is a concept of marketing management, according to which the company's goal is to determine its own needs, needs and interests of target markets and meet them more effectively than competitors, ways to maintain or improve the welfare of both consumers and society in general.
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