APPLIED ASPECTS OF APPLICATION OF THE CONCEPT OF SOCIALLY RESPONSIBLE MARKETING
The article considers the implementation of the concept of socially responsible marketing in today's business environment. Systematization of literature sources showed insufficient integration of socially responsible marketing in the activities of domestic enterprises. It is proved that the development of entrepreneurship is inextricably linked with the formation of a socially oriented business environment. This will be greatly facilitated by the introduction of the concept of socially responsible marketing in the activities of economic entities. It is argued that the main elements of socially responsible marketing should be considered in conjunction with the concept of corporate social responsibility and provide for the coordination of the following factors: achieving economic goals, meeting consumer needs, ensuring long-term interests of society. The economic and social role of socially responsible marketing in the development of business entities is defined and revealed. The research of problems of integration of social responsibility of business into strategic management of activity of the enterprises is generalized. The presence of a social component in the business strategy is a necessary condition for its successful implementation and long-term socially responsible interaction with the external environment. Emphasis is placed on the need to adapt the traditional marketing complex to the principles of social responsibility, which will allow to form a targeted comprehensive program to reconcile the interests of the enterprise, consumers and society. The expediency of conducting further in-depth research of the social component of marketing and its role in the formation of social guidelines for domestic enterprises is substantiated. The implementation of socially oriented programs will contribute to the sustainable development of the company's business, taking into account the interests of all market participants.
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