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Abstract

This article aims to consider examples of organisations that follow the concept of social marketing, to analyse the relevance of applying the principles, methods and tools of social marketing to solve social problems, and determining the effect of applying the concept of socially responsible marketing at the enterprise. The theoretical, methodological, and practical basis of the research was the fundamental marketing provisions and scientific works of domestic and foreign scientists on social marketing. During the processing and analysis of information, general scientific methods of analysis and synthesis were used. Social marketing methods and tools are more trusted than commercial ones, as it affects a larger part of the population; promotes active behaviour change over a certain period of time; stimulates behaviour change with limited resources and develops creative ideas. Social marketing focuses on human benefit rather than on increasing economic opportunities. It is important to meet the social needs and interests of customers and society, so the concept of social marketing creates a marketing strategy that offers consumers the value of improving the well-being of all segments of the population. It is a more complex version of corporate social responsibility and marketing strategy. The scientific novelty of the results obtained is to further deepen the theoretical provisions, to develop scientific and methodological principles and practical recommendations regarding the application of tools, methods and principles of social marketing in the enterprise. The practical significance of the obtained results is that the use of social marketing in an enterprise helps to create a positive image of the company among consumers, which will increase sales due to the formation of a holistic perception of the company by different groups of people. The concept of social marketing focuses on social responsibility and is closely linked to long-term development. Social marketing is a market activity whose priority is to improve the lives of individuals, social groups, and society as a whole. Key words: business project, environmental friendliness, public interests, product competitiveness, social marketing concept, brand loyalty, social marketing initiatives, socially responsible marketing.