СОВЕРШЕНСТВОВАНИЕ МАРКЕТИНГОВОЙ ПОЛИТИКИ РИТЕЙЛЕРОВ: ПРИМЕНЕНИЕ ИНСТРУМЕНТОВ КОРПОРАТИВНОЙ СОЦИАЛЬНОЙ ОТВЕТСТВЕННОСТИ

Abstract

The article summarizes the current development trends of the retail market and summarizes the place and role of corporate social responsibility and social responsible marketing in their composition. The elements of socially responsible marketing complex for retail organizations, taking into account the specific features of their activities, is characterized. The current practice of using corporate social responsibility instruments in the marketing policy of the largest Russian food retailers is analyzed, and the key directions of its improvement are determined.