In modern conditions, more and more attention is paid to issues of social responsibility. This is required by all participants in the market environment. In this regard, there is the question of determining the role of marketing in the social responsibility of the enterprise.
Attempts to rethink the company's marketing objectives in terms of the consequences of its impact business environment began at the end of the last century. This has led to the emergence of a socially oriented marketing concept, which brings together the interests of producers, consumers and society as a whole. Until now, a lack of clear understanding of the difference between the social, social - responsible and ethical marketing. Unclear is the role of the consumer in the implementation of modern concepts that are trying to protect their interests.
Almost always, the term is used in the phrase ethical social and ethical marketing, and sometimes even replaced by the term social or socially responsible marketing. However, these concepts can not be regarded as synonymous.
Any communication to a social since it involved at least two sides. With this going on, what marketing activities are always a social, although it may have anti social consequences. But in the marketing literature, the term social marketing is commonly used in two ways: in terms of social responsibility and consumers for the consequences of the marketing activities of enterprises and as a form of marketing that uses non-profit organization. Trying to separate these aspects of social marketing, some scientists have proposed the use of different terms: social marketing - to characterize the conditions of use of commercial marketing activities in non-profit institutions and the promotion of social ideas, social marketing concept - for the performance of the system views in the marketing business, which provides acceptance of any marketing decisions because long-term interests.
As you can see, the idea of social marketing concept has much in common with the principles of corporate social responsibility and sustainable development theory.
The most important from the point of view of the impact of marketing, there are problems associated with consumers, although, as we know, the activities of marketing extends to relationships with staff (internal marketing), and businesses (competitors, partners and contacts of the audience), and the environmental environment. In other areas of social responsibility of business is provided through the appropriate functional subsystems of the company's management.
Given the fact that marketing is a subset of the overall management system and the function of management, social responsibility of the company provided the responsible marketing activities, implemented through ethical relation to the consumer, society and the environment.
So, ethical marketing, on the one hand, can be considered a tool to ensure a socially responsible company's business and sustainable consumption, and on the other by separate sub-system of marketing, it can be accepted as an independent marketing concept (the current stage of development of the concept of socially - responsible marketing).
