Social Marketing On The Russian Market: Problems And Prospects

Abstract

The social responsibility of business in constantly changing conditions of enterprises functioning is an urgent and the most significant task for the success of companies in a competitive environment. The changing needs and preferences of customers are increasingly inclined towards environmental care, saving of resources and support of unprotected layers of the society by more successful and financially stable market entities. Creation of positive image, respectable reputation and a memorable brand is the key task of marketing activities of companies focusing on the market, on the needs and preferences of customers, both real and potential. The concept of social and ethical marketing takes into account not only consumer preferences management but also the responsibility of companies for the social aspects of society. Social marketing determines the directions for the further development of companies not only in making profit or increasing market share but also in creating socially significant projects relevant both for individual segments of society and for the state. The use of marketing tools and approaches to the effective management of market opportunities and prospects led to the strengthening of positions and the development of social marketing at Russian enterprises aiming not only at satisfying the needs of the market and the external environment. Social marketing is of strategic importance for enterprises, as it develops marketing programs, focusing on long-term interaction with consumers, suppliers, intermediaries and other business partners; on building mutually beneficial and promising channels of interaction, taking into account the existing requirements of the social environment.