Spoločensky orientovaný marketing

Name and surname of author:

Eva Hanuláková, Adriana Pročková

Year:

2001

Issue:

4

Keywords:

společenský marketingový koncept, sociální odpovědnost, kvalita života, výzvy společenského marketingu, zákazník orientovaný na prostředí

DOI (& full text):

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Links:

Anotation:

Societal marketing concept holds that organizations should assess and satisfy the needs of their consumers while also providing for society's welfare. Societal marketing concept is especially based on social, ethical and environmental aspects of today's society. It is aimed at the activities, which have the potential for both positive and negative consequences regarding factors such as: the quality of life, consumer choice, product safety, environmental pollution etc. Societal marketing concept development has been determined by socio-political, economical, technological and environmental challenges. This concept is seriously considering the impact of the company's actions and operating in a way that balances short-term profit needs with society's long-term needs.