BazEkon - Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie

BazEkon home page

Meny główne

Čihovská Viera (University of Economics in Bratislava, Slovakia)
Social Orientation of Marketing Concept
Journal of Positive Management, 2013, vol. 4, nr 1, s. 52-62, tab., bibliogr. 18 poz.
Słowa kluczowe
Społeczna odpowiedzialność, Marketing, Marketing społeczny
Social Responsibility, Marketing, Social marketing
Marketing, which has been viewed as an effective philosophy and conception of managing the area of profit, shifts and extends its limits beyond material products and services towards other activities. Modern marketing concepts respond to increasing social problems of individuals as well as society and off er solutions on how to carry out changes in attitudes to negative social phenomena and to the change in the target public behaviour in order to achieve socially desirable attitudes and ideas. The mission of Social marketing is affecting voluntary behaviour of target groups in order to improve the quality of their lives and ensuring welfare for the entire society. The aim of the paper, in this context, is to give an insight into the problems of social marketing, i.e. the topic that has not been adequately worked out in our country, explain its essence and characteristic features, and identify main areas of social problems the solutions to which are offered by the society-oriented concept of marketing. In this paper were used heuristic, descriptive and comparative methods to apply ideas and approaches from world authorities which involve within this issue. Furthermore, the paper is based on the author's findings from surveys of social project in Slovak republic named as "Na vekuzáleží", in which will be continued. This original project aimed to strengthen the awareness of prohibiting the sale of cigarettes to minors respondents. (original abstract)
Pełny tekst
  1. Andreasen, A.R. (1995), Marketing Social Change, Jossey - Bass, San Francisco.
  2. Andreasen, A.R. (2006), Social Marketing in the 21st Century, Sage Publication, Thousand Oaks.
  3. Baron, D.P. (2007), "Corporate Social Responsibility and Social Entrepreneurship", Journal of Economics & Management Strategy, Vol. 16 No. 3, pp. 683 - 717. DOI:
  4. Čihovská, V. (2010), "Spoločensky zodpovedný marketing - neodkladný prístup fi riem k trvale udržateľnému rozvoju. (Socially responsible marketing-urgent approach of fi rms to permanently sustainable development)", Studia Commercialia Bratislavensia, Vol. 3 No. 9, pp. 33 - 38.
  5. Čihovská, V., Hanuláková, E., Harna, I., Lipianska, J. (1999), Marketing neziskových organizácií, Eurounion, Bratislava.
  6. Ferrell, O.C., Friedrich, J., Ferrell, J. (2005), Business Ethics, Houghton Miffl in Company, Boston.
  7. Ftorek, J. (2009), Public relations jako ovlivňování mínění, Grada, Praha.
  8. Hannagan, T.J. (1996), Marketing pro neziskový sector, Management Press, Praha.
  9. Hastings, H. (2007), Social marketing - why should the devil have all the best tunes?, Elsevier, Oxford.
  10. Heath, R.L. - NI, L., Corporate Social Responsibility, available at: www.instituteforpr. org (accessed 25 September 2008).
  11. Kotler, Ph., Armstrong, G. (2004), Marketing, Grada, Praha.
  12. Kotler, Ph., Armstrong, G. (2007), Principles of Marketing, Prentice Hall, New Jersey.
  13. Kotler, Ph., Keller, K.L. (2006), Marketing Management, Prentice Hall, New Jersey.
  14. Kotler, Ph., Lee, N.R. (2006), Marketing in the public sector, Prentice Hall, New Jersey.
  15. Kotler, Ph., Roberto, E.L. (1989), Social Marketing: strategies for changing public behaviour, Free Press, New York.
  16. Kotler, Ph., Zaltman, G. (1971), "Social Marketing. An Approach to Planned Social Change", Journal of Marketing, Vol. 35 No. 3, pp. 3 - 12. DOI:
  17. Mackenzie, C. (2007), "Boards, Incentives and Corporate Social Responsibility", Corporate Governance: An International Review, Vol. 15, September, No. 5, pp. 935 - 943. DOI:
  18. Rawlins, B.L., Trust and PR Practice, available at:, (accessed 29 October 2007).
Cytowane przez
Udostępnij na Facebooku Udostępnij na Twitterze Udostępnij na Google+ Udostępnij na Pinterest Udostępnij na LinkedIn Wyślij znajomemu