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Autor
Čihovská Viera (University of Economics in Bratislava, Slovakia)
Tytuł
Social Orientation of Marketing Concept
Źródło
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
Uwagi
summ.
Abstrakt
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
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Bibliografia
Pokaż
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  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.
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Cytowane przez
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ISSN
2083-103X
Język
eng
URI / DOI
http://dx.doi.org/10.12775/JPM.2013.004
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