Особливості формування та розвитку соціального маркетингу

Abstract

The article analyses the views of scholars on the definitions of "marketing" and "social marketing". The main stages of development of social marketing in different countries of the world are considered. The article structures social marketing as a scientific and practical direction in accordance with scientific views. The necessity of the process of social marketing development in the activities of modern enterprises is substantiated. The main social problems, which can be solved through the implementation of social marketing projects, are allocated. On the example of specific companies, it is demonstrated how social marketing affects customer loyalty.