The Social Marketing in Romania

Abstract

marketing began as a formal discipline in 1971, with the publication of Social Marketing: An Approach to Planned Change in the Journal of Marketing by marketing experts Philip Kotler and Gerald Zaltman. marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good. marketing can be applied to promote merit goods, or to make a society avoid demerit goods and thus to promote society's well being as a whole. A study of CSR Romania shows that, for mostly Romanian companies, the social responsibility mean only social investments: donations, sponsorships, philanthropic activities towards community interest achievements. Mostly of these programs are inefficient they do not have social objectives are not professionally assessed and promoted.