The Concept of Social Marketing in the Context of Modern Economic Transformations

During the market evolution, a brand new structural-functional model of the social marketing concept was forming based on the interaction between three sectors of the economy and society as the consumer and regulator. Modern economic conditions facilitate the development of a scientific-methodological interpretation of social marketing based on the simultaneous consideration of many factors, including the profits of the commercial sector, the level of demand of consumers and society as a whole, the quality of the social effect from the activity of non-profit organizations, the public sector, etc. The relevance of studying the modern concept of social marketing, its structural-functional model, specific aspects of interaction between its structural elements, and technologies of practical implementation consists in finding and substantiating methods and ways of maximizing the positive social effect in society, which would in turn strengthen and improve the efficiency of the socio-economic development of the country.

Aim. The presented study aims to examine methodological approaches to the formation of the concept of social marketing in the context of modern economic transformations.

Tasks. The authors develop a structural-functional model of social marketing and the specific features of its structural elements; analyze problems that arise during the interaction of the public, commercial, and non-profit sectors and society as the consumer and regulator; substantiate possible technologies for implementing social marketing under modern economic conditions.

Methods. This study uses general scientific methods of cognition, analysis of scientific works of foreign and Russian authors on the evolution and specific aspects of social marketing, and its methodology.

Results. The authors substantiate the structural-functional model of the modern concept of social marketing, analyze the problems of interaction between its structural elements, and present the fundamental technology for implementing social marketing that would help outweigh the arising problems of interaction between three sectors of the economy and would be aimed at maximizing the positive social effect in society.

Conclusions. Systematic implementation of the modern concept of social marketing makes it possible to maximize the positive social effect for the target groups under specific market conditions; ensures healthy competition and competitiveness of all market actors, irrespective of the directions and types of activity, for the limited resources of society and investments; provides the necessary funding for the activity of successful market actors and ensures efficient use and maximization of the limited resources of society.

1. Dayan A. et al. Marketing. Transl. from French. Moscow: Ekonomika; 1993. 572 p. (In Russ.).

2. Lambin J.-J. Le Marketing stratégique. Une perspective européenne. Bordeaux: Edité par Delmas et Cie , 1994. 578 p. (Russ. ed.: Lambin J.-J. Strategicheskii marketing: evropeiskaya perspektiva. St. Petersburg: Nauka; 1996. 589 p.).

3. Pankrukhin A. P. Marketing: Fundamentals of theory, strategy and technology, formation in Russia, features in various fields of activity. Moscow: Russian Academy of State Service; 1997. 364 p. (In Russ.).

4. Kotler Ph., Levy S. Broadening the concept of marketing. In: Classics of marketing: A collection of works that have had the greatest impact on marketing. Transl. from Eng. St. Petersburg: Piter Publ.; 2001:49-62. (In Russ.).

5. Glukhovets V. V. Marketing as a strategic tool for market management. A-faktor: nauchnye issledovaniya i razrabotki (gumanitarnye nauki). 2017;(2):7. (In Russ.).

6. Andreeva N. N. Forms of modern direct marketing and their classification. Marketingovye kommunikatsii. 2012;(4):236-248. (In Russ.).

7. Litovchenko S. E., Korsakov M. I., eds. Corporate social responsibility: Social expectations. Consumers, managers, opinion leaders and experts evaluate the social role of business in Russia. Moscow: Association of Managers; 2003. 100 p. URL: http://www.cgp.ru/pdfs/amr_book4.pdf (In Russ.).

8. Grachev N. V. Marketing approach to enterprise management in modern economic conditions. Vestnik obrazovatel’nogo konsortsiuma Srednerusskii universitet. Seriya: Ekonomika i upravlenie. 2016;(7):108-109. (In Russ.).

9. Buzzel R. D., Cox D. F., Brown R. V. Marketing research and information systems: Text and cases. New York: McGraw-Hill Book Co.; 1969. (Russ. ed.: Buzzel R. D., Cox D. F., Brown R. V. Informatsiya i risk v marketinge. Moscow: Finstatinform; 1993. 93 p.).

10. Schmitt B. Experiential marketing: How to get customers to sense, feel, think, act, relate to your company and brands. New York: The Free Press; 1999. 304 p. (Russ. ed.: Schmitt B. Empiricheskii marketing. Kak zastavit’ klienta dumat’, chuvstvovat’, a takzhe sootnosit’ sebya s vashei kompaniei. Moscow: Grand, Fair-Press; 2001. 388 p.)

11. O’Shaughnessy J. Competitive marketing: A strategic approach. Andover: Cengage Learning EMEA; 1995. 749 p. (Russ. ed.: O’Shaughnessy J. Konkurentnyy marketing: strategicheskiy podkhod. St. Petersburg: Piter Publ.; 2002. 857 p.).