CORPORATE-SOCIAL RESPONSIBILITY AND SOCIAL-ETHICAL MARKETING: PROBLEM OF INTERACTION IN BUSINESS SPHERE
Abstract
It has been established that today the concepts and tools of social and ethical marketing in the practice of corporate social responsibility are not used in full. The purpose of the study is to consider the methodological tools of social and ethical marketing and methods of increasing the efficiency and motivation of business to corporate social cooperation in the business. The methodological basis of the research is the development of methodological provisions of the theory of social marketing and corporate responsibility of business in conditions of economic management in market environment. The main elements of social marketing and positioning of corporate social responsibility within the framework of the mechanism of coordination of interests of society, business and market have been revealed. The mechanism of realization of the methodology of social and ethical marketing to the basis of corporate social responsibility of business within the framework of the competitive market in the sphere of consumer goods and services is developed. It has been determined that the social and ethical mission is to meet not only the material but also the spiritual needs of end users by introducing the socio-ethical concept of marketing in the production processes in a competitive market, the use of marketing tools in the process of implementing corporate social responsibility, as well as implementing socially significant goods and services in order to ensure the prosperity and progress of society, taking into account the social factors of the external and internal business environment.
References
Беляевский И. К. Социальный маркетинг: проблемы формирования и анализа // Маркетинг, менеджмент, реклама. – 2013. – № 2. – с. 90-108.
Благов Ю. Е. Корпоративная социальная ответственность: эволюция концепции, 2-е изд. – СПб.: ВШМ, 2011. – С. 60.
Котлер Ф. Основы маркетинга: пер. с англ. – М.: Прогресс, 1990. – 736 с.
Корпоративная социальная ответственность [электронный ресурс]. Режим доступа: www.Aif.ru/ugol/dontknow/12464.
Окорочкова А. А. Корпоративная социальная ответственность в эпоху «сознательного капитализма» // Росс. Предпринимательство. – 2017. – Том 18. – № 7. – С. 1253-1272. DOI: 10.18334/гр. 18.7.37709
Bowen H. Social Responsibilities of the Busines”sman. – New York: Hasper and Row, 153. – pp. 410-436.
Carroll A. The pyramid of corporate social responsibility toward moralmanagement of organizational stake-holders // Business Horizons. 1991. – № 34 (4). – Р. 113-114.
Frederick W. C. From CSR sub 1 to CSR sub 2: the maturing of susiness and society thought // Business and Society. – 1994. – № 33 (2). – р. 150-166.
Ackerman R. W. How companies respoud to social demands // Harvard Business Review. – 1973. – № 51 (4). – р. 60-84.
Sethi S. P. Advocacy advertising the American experience // California Management Review. – 1978. – p. 58-64.с
Frederick W. C. From CSR-1 to CSR-2: Un maturing of business-and-society thought // Business and Socciety. – 1994. – № 3. – р. 38-47.
Frederick W. C. The growing cconcern over business responsibility // California Management Review. – 1960. – № 2. – р. 54-61.
Howard A. Hugnes Medical Inptitute [электронный ресурс]. URL: http://www.hhmi.org.
The Barefoot Bank With Cheek, The Atlanticc [электронный ресурс] URL: http://consumerist.com/2013/12/18/whole-foods-reportedly-ditching-chobani-over-gmo.–concerns.
Raj Sisodia, Jag Sheth, Dawid Wolte. Firms of Endearment. Pearsonccnig. Com [электронный ресурс]. URL: http://ptgmedia.pearsoncing.com/images/9780131873728/files0131873725_toc.pdf
Milton Frеedman John Mackey & T. I. Rodgers RethinKing the Social Responsibility of Business. A Reason debate featuring Mieton Freedman, Whole Foods, John Mackey and Cypress Semiconducctor’s T. J. Rodgers. / Digital Edition [электронный ресурс]. URL: http://reason.com/archives/2005/10/01/rethinking-the-social-responsi.
Короткова Т. Л. Методология социально-этического маркетинга как основа реструктуризации бизнеса в сфере потребительских товаров и услуг: дис., д. э. н.: 08.00.05 – Короткова Татьяна Леонидовна. – Москва, 16.03.2007. – 370 с.
Кострикова Я., Мигушова Т., Сенина Ю. Социально-этический маркетинг как инструмент реализации корпоративной социальной ответственности // Торгово-экономический журнал.–2015.–том 2.–Вып. 4. – С. 275-284. DOI: 10.18334/tezh.2.4.1959.
