Socially responsible marketing effect on social business

• Leidėjo tinklalapis: leidinio tekstas

LTReikšminiai žodžiai: Rinkodara; Socialiai atsakinga rinkodara; Socialinis verslas; Socialinė įmonė; Socialinės problemos; Lithuania; Marketing; Social business; Social enterprise; Social problems; Socially responsible marketing.

ENAcademic research shows that the active involvement of social problems is becoming increasingly important in Lithuania and throughout the world. It has dealt with social business (social enterprises and social business concept of enterprises) support. Socially responsible marketing through appropriate marketing communications elements can have a positive effect on social business. Object of this paper is socially responsible marketing effect on social business, and the aim of this paper is to analyze theoretically socially responsible marketing effect on social business and then to develop socially responsible marketing effect on social business theoretical model. Theoretical study review has shown that socially responsible marketing effect on social business occurs in two ways - a positive effect on society in reducing crime, reducing the target groups of social exclusion, respectful of nature, reducing pollution, and so on) and a positive effect on the company, when improving the company's image, increase brand awareness, increase sales and reducing the company incurred costs. Fundamental theoretical model result is that socially responsible marketing effect on social business stimulate new social business (as many social enterprises as social business concept of the companies) founding. [From the publication]

• Vadyba / Management
• Sociologija / Sociology