Social marketing as a component of an overall marketing strategy

Abstract

Purpose : the purpose of article is to summarize the international experience of practical use of the concept of social marketing in companies. Discussion : the article is devoted to the discussion of the problematic aspects of incorporating elements of social marketing in the overall marketing strategy of the company. Purposes, principles of social marketing, the stages and the advantages of its use are presented. Results : the most common mistakes and the prospects for the use of the concept of social marketing in companies are systematized. The features of the application of social marketing in Russian business companies are shown