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Oklander, Mykhailo, and Mykyta Haidaienko. "Omnicanal marketing tools in the political sphere." Marketing and Digital Technologies 5, no. 1 (March 14, 2021): 74–100. http://dx.doi.org/10.15276/mdt.5.1.2021.5.
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Aim of the article. The purpose of the article is to substantiate the scientific, methodological and practical provisions for the use of omnichannel marketing tools in the political sphere. Achieving the goal of the work necessitated the solution of the following tasks: to analyze the evolution of marketing tools in modern market conditions; determine the content of the marketing complex in the political sphere; to investigate the effectiveness of the use of marketing research to study the political sphere; determine the feasibility of applying the tools of marketing communication policy in the electoral process; substantiate the criteria for selecting priority marketing tools in the political sphere. Analyses results. Modern world trends in the development of society and market relations update digital marketing and its main tools, including targeting technology, which are used to link the success of marketing communication policy in any business project. Political advertising today is a prerequisite for a successful campaign and victory, so politicians are actively using the services of marketers. Election campaigns do not last long, but their success depends on the quality of previous work of the politician in the district, which should be based on marketing research of the main factors, study of possible competitors and requests from voters for goods (deputy). Only marketing research can answer all these questions. Advancing a candidate to win an election requires a well-structured communication policy, where marketing tools are most effective. Politicians actively use the services of PR-managers, but the greatest demand is for quality advertising. Emphasis is transferred to social networks, and the effectiveness of their application directly depends on quality targeting. Conclusions and directions for further research. The study of the experience of marketing tools in the political sphere suggests its universal nature, which, despite all the specifics of the policy and the high level of legal restrictions on its use, proves its effectiveness and is the key to the success of election campaigns. Proven effectiveness of the use of marketing tools in the electoral process at the local level can be fully applied to national elections. Each of these areas, of course, contributes its own features and specifics to its application, but it only enriches the theory and practice of modern marketing. Keywords: marketing, omnichannel marketing, digital marketing, targeting, marketing research, local elections, advertising campaign
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Pluwak, Agnieszka. "The linguistic aspect of strategic framing in modern political campaigns." Cognitive Studies | Études cognitives, no. 11 (November 24, 2015): 307–19. http://dx.doi.org/10.11649/cs.2011.019.
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The linguistic aspect of strategic framing in modern political campaignsThe following article describes the role of semantics in political marketing, emphasizing the mechanism of framing and perspectivising in discourse. The complexity of the framing process is discussed in the introduction, then the linguistic aspect of political framing is debated and the technique of wording formulation in political discourse analyzed. Finally, implications and conclusions for further research are presented. Examples of political framing provided within the paper are based on the analysis of contemporary public discourses.
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Singleton, Shermichael V., and Andrew Honeycutt. "Utilizing Political Ideologies To Market A Political Candidate." Journal of Business & Economics Research (JBER) 10, no. 1 (February 6, 2012): 19. http://dx.doi.org/10.19030/jber.v10i1.6796.
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This article explores the reductionist approach of political ideologies as used by political candidates, which is part of the common feature of political marketing. Understanding the value or belief system which is accepted as fact or truth by the targeted group, places the candidate in a position to promote them self as a well-intentioned, committed leader who seeks to motivate the audience to action. Modern marketing of political candidates begins by understanding central concepts of ideologies. The utilization of ideologies is complex, in that there is no single concept or claim revealing surprising affinities with various images of the candidate. It also has distinctive function, by misrepresenting the totality of the ideology by forming a total belief in the candidate versus the ideology in a particular way. People must commit or surrender to the demands of the candidate, thus making it possible for the candidate to get elected. The branding of the candidate while utilizing political ideologies in part disables people from easily disregarding information perceived to be antithetical to the concepts of the ideology (Quelch, 2007).
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Laurens van Der Laan, H. "Marketing West Africa's Export Crops: Modern Boards and Colonial Trading Companies." Journal of Modern African Studies 25, no. 1 (March 1987): 1–24. http://dx.doi.org/10.1017/s0022278x00007576.
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The establishment of marketing boards in British West Africa in the 1940s was heralded at the time as a drastic, perhaps revolutionary change in the produce trade. The political implications were undoubtedly great: public enterprise (the marketing boards) had replaced private enterprise (a number of trading companies), and the ongoing debate on their relative merits made a colourful excursion to West Africa in the 1950s because this region offered a clear-cut case for comparison.1 The differences between the organisations were thus inevitably highlighted.
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Billore, Soniya, and Hans Hägerdal. "The Indian Patola: import and consumerism in early-modern Indonesia." Journal of Historical Research in Marketing 11, no. 3 (August 19, 2019): 271–94. http://dx.doi.org/10.1108/jhrm-03-2018-0009.
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Purpose The present paper aims to focus on the Indian influence in the transfer of, the business of and consumer markets for Indian products, specifically, textiles from producers in the South Asian subcontinent to the lands to the east of Bali. This aspect of the influence of Indian products has received some attention in a general but not been sufficiently elucidated with regard to eastern Indonesia. Design/methodology/approach This paper is based on archival research, as well as secondary data, derived from the published sources on early trade in South Asia and the Indian Ocean world. The study includes data about the Vereenigde Oost-Indische Compagnie, a Dutch-owned company, and its textile trade history with India and the Indonesian islands with a special focus on Patola textiles. Narratives and accounts provide an understanding of the Patola, including business development and related elite and non-elite consumption. Findings The paper shows how imported Indian textiles became indigenised in important respects, as shown in legends and myths. A search in the colonial sources demonstrates the role of cloth in gift exchange, alliance brokering and economic network-building in eastern Indonesia, often with important political implications. Research limitations/implications The study combines previous research on material culture and textile traditions with archival data from the early colonial period, thus pointing at new ways to understand the socio-economic agency of local societies. Originality/value Only mapping the purchase and ownership of trading goods to understand consumption is not enough. One must also regard consumption, both as an expression of taste and desire and as a way to reify a community of people.
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Khairiza, Fajrina, and Bevaola Kusumasari. "Analyzing Political Marketing in Indonesia: A Palm Oil Digital Campaign Case Study." Forest and Society 4, no. 2 (July 30, 2020): 294. http://dx.doi.org/10.24259/fs.v4i2.9576.
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Social media in political marketing is an emerging area of research. This study explains how social networks are constructed in a digital campaign, identifying key actors, and messages involved in modern political marketing. A hotly contested palm oil campaign in Indonesia serves as a case study to analyze and visualize the messaging content found in digital campaigns. Social Network Analysis (SNA) was used to map the social network sites in Twitter and to track social interaction patterns in the #SawitBaik campaign. The results confirmed that state institutions, non-governmental institutions, news media, and individuals were key actors in the digital campaign. The actors’ roles varied from providing information and supporting palm oil activities to criticizing palm oil activities and promoting campaign events. Most tweets were critical of the government, serving as brand advocacy. The #SawitBaik campaign is also an example of political marketing used by a government in order to influence its citizens. In this case, the goal was to shape and win public support by legitimizing palm oil activities in Indonesia.
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Harris, Phil. "To Spin or not to Spin, that is the Question: The Emergence of Modern Political Marketing." Marketing Review 2, no. 1 (March 1, 2001): 35–53. http://dx.doi.org/10.1362/1469347012569436.
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Unger, Daniel M. "Marketing and Self-Promotion in Early Modern Painting: The Case of Guercino." Arts 10, no. 3 (August 18, 2021): 55. http://dx.doi.org/10.3390/arts10030055.
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This article focuses on Guercino’s Return of the Prodigal Son, commissioned in the name of Cardinal Alessandro Ludovisi and on his marketing choices. This is a case study in terms of self-promotion tactics employed by an ambitious artist. My argument is that one finds in the painting a secondary and more sophisticated level of interpretation, which relates to the relationship between the painter and his patron. To the most traditional iconography of the scene, Guercino added musicians and spectators, thus positioning the entire composition in the theatre. One of the musicians is depicted in a way that casts him as a representative of the painter. The patron understood Guercino’s intentions and commissioned what became Guercino’s most important artworks. It was Guercino’s ability of shifting the attention of a given iconography and deliver current political meaning that is discernible in his Roman works commissioned by the same Cardinal Ludovisi who was elected Pope Gregory XV.
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Jagger, Elizabeth. "Marketing the Self, Buying an other: Dating in a Post Modern, Consumer Society." Sociology 32, no. 4 (November 1998): 795–814. http://dx.doi.org/10.1177/0038038598032004009.
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Czinkota, Michael R., and A. Coskun Samli. "The people dimension in modern international marketing: Neglected but crucial." Thunderbird International Business Review 52, no. 5 (August 18, 2010): 391–401. http://dx.doi.org/10.1002/tie.20363.
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Miller, William J. "We Can't All Be Obama: The Use of New Media in Modern Political Campaigns." Journal of Political Marketing 12, no. 4 (October 2013): 326–47. http://dx.doi.org/10.1080/15377857.2013.837312.
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Ventriss, Curtis, and Ralph P. Hummel. "Modern Thought and Bureaucracy." Public Administration Review 55, no. 6 (November 1995): 575. http://dx.doi.org/10.2307/3110349.
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Billard, Thomas J., and Rachel E. Moran. "Networked political brands: consumption, community and political expression in contemporary brand culture." Media, Culture & Society 42, no. 4 (August 18, 2019): 588–604. http://dx.doi.org/10.1177/0163443719867301.
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This article synthesises theory from the fields of marketing and communication to understand how the practices and outcomes of branding have evolved into systems of symbolic expression and community building. Through an exploration of parallel theoretical models of branding and mass communication, we posit a new theory of ‘networked branding’ that better takes into account how communicative power is distributed within a brand culture that is heavily mediated by networked communication technologies. Applying this theory of networked branding to the realm of politics we explore the ambivalent outcomes of branding in relation to capitalism and civic culture. Through an interrogation of two examples of networked branding from the political realm – the successful presidential campaign and subsequent administration of Donald Trump and the co-optation of the National Park Service’s brand by activists rallying against the Trump administration – this article explores how branding is utilised within politics as a platform for communication and social organisation. Drawing on the affective, interactive and social dynamics of modern mediatised branding, we interrogate the powers and limitations of consumer agency in contemporary brand culture.
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Zhukov, Sviatoslav, and Olesia Diugowanets. "Multinational Corporations’ International Marketing in the Focus of Global Regionalization Process." Virtual Economics 3, no. 4 (October 31, 2020): 188–210. http://dx.doi.org/10.34021/ve.2020.03.04(10).
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Modern international economic relations are characterized by active integration, internationalization and globalization. All of them affect the political, economic, social and cultural aspects of people's lives in different countries, as well as the scientific and technological development of national economies. The prospects for expanding the scale of production and markets with a lifelong problem of resource provision remain important. The latter affects the intensification of competition among multinational corporations, the main tool of which is to reduce production costs by moving production to countries with the necessary resources and cheap labour. This leads to the expansion of the TNCs’ network in the world market and encourages adaptability to national markets, and will ensure the sale of products and profits. A decisive place in the TNCs’ activities belongs to the use of international marketing based on the opposite processes, e.g. globalization and regionalization. The purpose of the article is to generalize theory and practice, identify trends and establish interdependencies among the processes of globalization, regionalization and the use of types of TNCs’ international marketing. The research used such methods as general, materialistic, comparative, the method of comparative analysis, the method of displaying research results in graphical and tabular form, system approach, analysis, synthesis, induction, deduction, abstraction, modelling, and comparison. As a result, the modern development of globalization, regionalization and their hybrid known as global regionalization (glocalization) is studied; the reasons and preconditions of changes in the TNCs’ strategic orientation in the context of current trends in the process of global regionalization are identified; the directions of reorientation of the TNCs’ international marketing strategy from local marketing to global marketing are determined; the use of such types of international marketing as cascade, global and transnational, is characterized and substantiated. The study came to the following conclusions: a modern positive phenomenon in the TNCs’ development is international marketing in the context of global regionalization, as an effective and promising hybrid of two modern trends of globalization and localization (regionalization); TNCs should reorient from a global business strategy to a transnational one, adhering to the principle of "global and local thinking", using international marketing, adhering to a global marketing strategy; studies of cascade, global and transnational types of international marketing have shown significant differences in cascade and global types of marketing, and transnational marketing is characterized by mediocrity of most indicators, which indicates the rationality of its use.
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Murashova, E. P. "Online Political Advertising in the Modern Political Competition (A Comparative Analysis of the 2008 And 2016 U. S. Presidential Campaigns)." Journal of International Analytics, no. 3 (September 28, 2017): 26–35. http://dx.doi.org/10.46272/2587-8476-2017-0-3-26-35.
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The article suggests an empirical analysis of online political advertising in the modern political struggle. Nowadays, due to the ongoing informatization of political processes, online technologies are used alongside with traditional media (TV, radio, etc.) for disseminating political advertisements. The development of online political advertising is tracked through time since the mid-1990s, when webtechnologies began to be applied in politics, up to today. The author conducts a comparative analysis of the 2008 and 2016 U.S. presidential campaigns to reveal the effectiveness and feasibility of online technologies in the political struggle. The analysis yielded the following results. First, the candidates of the two presidential races took into account both the positive and negative experience of the participants of the preceding election campaigns to elaborate their own marketing strategies. Second, concurrent use of traditional and online means of political advertising can contribute to the effectiveness of an election campaign. Third, an emphasis on online technologies increases a candidate’s chance to win the elections. Fourth, use of social networks and adaptation of existing genres of political advertising to the cyberspace appear to be promising ways of a candidate’s self-presentation.
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Beer, Francis A. "American Exceptionalism and US Foreign Policy: Public Diplomacy at the End of the Cold War. By Siobhàn McEvoy-Levy. New York: Palgrave, 2001. 256p. $75.00." American Political Science Review 96, no. 3 (September 2002): 693–94. http://dx.doi.org/10.1017/s0003055402270379.
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Public diplomacy, or foreign policy rhetoric, is an increasingly important dimension of international relations. As modern media extend their global reach, they bring national foreign policy actions out of the diplomatic closet into full public view. Public relations experts market foreign policy as they do other products and services. Foreign policy marketing uses rhetoric strategically to legitimize national actions, mobilize support from allies, and counter the propaganda efforts of opponents. McEvoy-Levy's work contributes to the growing literature of such modern international communication.
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Gao, Zhihong. "Mapping the official discourse of frugality in China between 1979 and 2015." Journal of Historical Research in Marketing 10, no. 2 (May 21, 2018): 151–74. http://dx.doi.org/10.1108/jhrm-05-2017-0013.
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PurposeThis paper aims to examine how the official discourse of frugality evolved in China between 1979 and 2015.Design/methodology/approachThe study uses historical and textual analysis. It divides the Chinese official discourse on frugality between 1979 and 2015 into four periods: 1979-1992, 1993-2002, 2003-2012 and 2013-2015.FindingsA Chinese official discourse on frugality persisted between 1979 and 2015, even though during the same period, China transformed from a socialist economy of central planning and insufficient supply to a market economy of excessive supply and weak consumer demand. The intensity of this official discourse frequently vacillated, adjusting to both economic and political conditions of the time as part of the larger political-economic contestation between competing ideas and policies.Originality/valueThere have been calls for more studies on how frugality discourses have evolved in international markets, especially in terms of how they are shaped by local historical antecedents and long-standing tensions. Through the Chinese case, this article illuminates why some traditional values persist and obtain a paradoxical co-existence with consumerist ethos in our modern society.
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Vico, Roberto Paolo. "INTERNATIONAL TOURISM: MODERN TRENDS, MODELS AND PROCESSES." Sociedade e Território 30, no. 1 (August 1, 2018): 68–93. http://dx.doi.org/10.21680/2177-8396.2018v30n1id13109.
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In a world and travel universe subject to continuous change, the tourism industry is under ever greater pressure to evolve and respond to the world it inhabits - in order to survive. The object of the paper is to discuss and analyze, some of the important issues and trends relating to tourism industries. In particular, ways in which the industry and its consumers are being affected and affecting these trends. The first two sections deploy elements of a steep analysis in order to detect significant demographic and macro political forces affecting tourism industries. Section three considers the “day-to-day…sphere” of travel and tourism, its ‘microenvironment’ and the competitive industry and markets forces they encounter there. The paper reviews one of the most significant micro trends affecting the airline sector: the dynamic growth of low cost carriers. The last part of this work looks into strategic and analytic models associated with tourism, highlighting some of the strategic directional trends being adapted to tourism sectors and into new collaborative forms of social media, communications and marketing.
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Rupova, R. M. "Development of the International Educational Services Market: Socio-Philosophical and Marketing Analysis." Social’naya politika i sociologiya 19, no. 2 (June 30, 2020): 149–57. http://dx.doi.org/10.17922/2071-3665-2020-19-2-149-157.
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the article describes possible research approaches to studying the international market for educational services. The author substantiates that, being the task of multivariate analysis, the problem requires a systematic approach, the basis of which should be a historical and cultural description of the regional educational services market. To create a valid informative model of the situation, the characteristics of the socio-political, demographic, economic condition of the region, and then the specific parameters of the education sphere, must be taken into account. The article describes the specifics of the modern international market for educational services and the main trends in its development.
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Smith, Lewis Charles. "Marketing modernity: Business and family in British Rail’s “Age of the Train” campaign, 1979–84." Journal of Transport History 40, no. 3 (May 17, 2019): 363–94. http://dx.doi.org/10.1177/0022526619848549.
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British Rail’s “Age of the Train” campaign, running between 1979 and 1984, saw an effort by British Rail to align the organisation with prevailing political attitudes of enterprise, competition and family. Traditional historiographies of railway marketing have only engaged with interwar railway marketing, leaving a significant historiographical gap. British Rail in the 1980s was a public enterprise, grew out of consensus political thought, and made heavy losses, all which Thatcher made clear she disliked. Hence, the campaign aimed to present British Rail alongside Thatcher’s free market “enterprise culture”, drawing attention to the competitive and economic strengths of their operations. The campaign highlighted the social benefits of the railway by asserting that travelling by car would cause rifts in the traditional family dynamic and presenting the train as a modern and relevant form of transportation for the era.
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Nigh, Ronald. "Organic Agriculture and Globalization: A Maya Associative Corporation in Chiapas, Mexico." Human Organization 56, no. 4 (December 1, 1997): 427–36. http://dx.doi.org/10.17730/humo.56.4.w761q3q1h4h8m247.
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Indigenas de la Sierra Madre de Motozintla (ISMAM), the world's foremost producer of organic gourmet coffee, is a prominent example of an associative corporation, an organizational form combining aspects of traditional Indian social organization and modern capitalist enterprises. The development of ISMAM's organic strategy is analyzed as acheiving multiple goals, including improving soils and improving marketing conditions by permitting greater value-added to growers through direct access to high-value markets. The role of external brokers and the impact of organic marketing on organizational structure are analyzed. Though not typical, ISMAM is an encouraging example of a viable small-farmer strategy for meeting the economic and political challenge of globalization.
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Aberbach, Joel D., and Tom Christensen. "Translating Theoretical Ideas into Modern State Reform." Administration & Society 35, no. 5 (November 2003): 491–509. http://dx.doi.org/10.1177/0095399703256158.
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Hu, Wei, and G. Zhiyong Lan. "Reforming Civil Service in Modern-Day China." Public Administration Review 73, no. 3 (March 28, 2013): 527–29. http://dx.doi.org/10.1111/puar.12050.
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Peters, B. Guy. "Bureaucracy and Democracy in the Modern State." Public Administration Review 70, no. 4 (July 6, 2010): 642–43. http://dx.doi.org/10.1111/j.1540-6210.2010.02187.x.
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Zhivitere, Marga, and Viktoriia Riashchenko. "PROMOTING SOCIAL ENTREPRENEURSHIP PRODUCT." Environment. Technology. Resources. Proceedings of the International Scientific and Practical Conference 1 (June 15, 2017): 309. http://dx.doi.org/10.17770/etr2017vol1.2647.
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The object of the research are the social entrepreneurs and its business development. The aim of the research is to discuss existing marketing strategies applied to social entrepreneurship and to offer possible ways of their improvement. The research is relevant and consistent with the increasing role of social entrepreneurship taking the full power throe the fast changing political, economic, socio cultural and technological circumstances of the 21st century. While marketing the social entrepreneurship, the focus on marketing strategies must be revised. The research methodology includes both traditional and modern elements of marketing, such as marketing mix, strategies, customer segmentation and targeting, pricing altogether with the main elements of social entrepreneurship, such as social and economic aspects.
The results present thet in standard marketing strategies, the strategy for social entrepreneurs should include segmentation of the customers and consumers by taking into consideration standard criteria (such as geographical, demographical, psychographic and behavior segmentation) but also implementing own criteria most adequate for the products they are currently interested to produce. It is important which factors are significant enough to take decisions of expansion, harvest or liquidation of products.
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Van Zyl, J. J. "Strategiese bemarkingsbestuur by enkele leweransiers aan die landbou in die Republiek van Suid-Afrika." South African Journal of Business Management 17, no. 2 (June 30, 1986): 93–100. http://dx.doi.org/10.4102/sajbm.v17i2.1040.
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Strategic marketing management of some suppliers to the Agricultural sector in the Republic of South Africa The Republic of South Africa is at present in a state of change within the economical, political, social, institutional, physical and international environments. Change in these fields is still in an early phase and rapid changes can be expected in future. From a management point of view, these changes are a fact and must be considered and taken into account in the decision-making process. Modern enterprise in the free-market system functions within the framework of the changing environment and the ability to grow and develop are dependent on the ability of the individual firm to adapt to these changes. The aim of the research was to determine how marketing management of some suppliers of capital equipment to the agricultural sector apply strategic marketing principles and practices, to enable their firms to adapt to constant external changes. Apart from a theoretical background some empirical research was undertaken to determine the composition of the management and marketing strategies. The emphasis is, however, on the formulation of the marketing strategy and the implementation of the marketing strategy.
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Stepanov, A. Yu. "Military-technical cooperation between Russia and Latin America at the present stage (cases of Venezuela, Peru, Brazil)." Cuadernos Iberoamericanos, no. 3 (September 28, 2019): 59–64. http://dx.doi.org/10.46272/2409-3416-2019-3-59-64.
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The article provides the overview of military-technical cooperation (MTC) of theRussian Federationwith Latin American countries, its main trends and impact on bilateral political and economic relations withVenezuela,PeruandBrazil. After the collapse of theUSSR, the supply of domestic arms to the Latin American market declined significantly. In the 2000s,Russiaregained its position in this market. Modern MTC strategies are primarily economic, marketing and political. The development of partnership in the field of military-technical cooperation is of long-term strategic importance, since the purchase of weapons entails the need for cooperation in other areas related to its use.
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Zsigmond, Tibor, Enikő Korcsmáros, Renáta Machová, and Zoltán Šeben. "Interconnection of Consumer Behaviour of Different Generations and Marketing Strategy of a Football Club – Experience in Slovakia." Marketing and Management of Innovations, no. 2 (2020): 221–34. http://dx.doi.org/10.21272/mmi.2020.2-16.
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The basis of modern company management is the marketing concept, the customer-oriented management and strategic planning, the managerial decisions matching the market opportunities, challenges, and the company objectives and opportunities. Marketing research is the input for corporate strategy, while on the other hand elaboration of the marketing strategy is based on the objectives of corporate strategy. The sports developments that started at the beginning of the 20th.century have been of high relevance, but still incomparable to the current measure of development. Generally, the countries of Western-Europe, due to their better economic performance, have achieved a higher level of development far earlier than the post-communist countries. The political and economic change of the 90s in the 20th century, later the EU enlargement opened a range of new economic opportunities also for our region. The sports marketing, similarly to marketing activity in other sectors and fields, has made relevant progress. The obsolete sports facilities were replaced by modern and well-equipped facilities. The customers were offered a wide variety of sports equipment and sports services. The objective of the research is to examine the services and products of a football club in the Slovak Premier League (Fortuna League) in terms of consumerism, as well as to summarize the consumer experience and opinion, emphasizing the marketing aspect. We formulated two hypotheses in this study. Chi-square test of independence was used for testing our hypotheses, with the help of which we examined several variables at the same time – and also the joint distribution of several variables. The results show a significant relationship between the age groups and the consumer habit of the customers at football matches. The outcome of the study also indicates that neither the age nor the distance from the sports event can influence the fans of the football club to attend the sporting event. Our results could be used by Slovak football clubs to make their marketing more precise and more efficient. Keywords: consumer behavior, generations, marketing, Slovakia, sports marketing.
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Птащенко, Олена Валеріївна. "МІЖНАРОДНИЙ МАРКЕТИНГ ВИСОКИХ ТЕХНОЛОГІЙ ТА ЙОГО ВЗАЄМОЗВ'ЯЗОК З ІНТЕГРАЦІЄЮ ТА ГЛОБАЛІЗАЦІЄЮ." Bulletin of the Kyiv National University of Technologies and Design. Series: Economic sciences 123, no. 3 (January 13, 2019): 68–78. http://dx.doi.org/10.30857/2413-0117.2018.3.6.
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The paper seeks to explore the principal features of international high technology marketing in their relationship with the processes of globalization and integration. It is estimated that international marketing is a separate vector of a company activity, subject to its access to foreign markets, which involves a system of planning, implementation, monitoring and performance evaluation as to the effects on the multinational market environment and adaptation to it by the company which operates in more than one country. The paper focuses on the relationship between globalization of international marketing activities and the interdependence of the Triad nations which economic, socio-cultural, political and legal environments are becoming more and more homogeneous, as well as revealing the emergence of supranational segments that enhance market opportunities of companies. It is emphasized that boosting of marketing activities within the international division of labour and implementation of new technology have provided the opportunities for spatial (territorial) separation of individual production processes. Apparently, the national production process is gradually being transformed into international, global. It is argued that a critical instrument of modern high technology international marketing is the Internet marketing which facilitates better opportunities for rapid information exchange, building customer loyalty, expanding target audience, enhancing the information process and reducing the marketing costs dramatically.
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Miles, Chris. "Intermediaries and Personas: A radical rhetorical reading of marketing work." Persona Studies 6, no. 1 (December 11, 2020): 72–82. http://dx.doi.org/10.21153/psj2020vol6no1art947.
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This article examines the various ways in which marketing work (in both 'practice' and scholarship) engages with the construction of personas. It positions marketing as a rhetorical enterprise concerned with the establishment of intermediary and liminal positions within society; positions which are designed, as in Jung's description of the persona, to "make a definite impression upon others [...and...] to conceal the true nature of the individual" (Jung 1972, p. 192) in order to facilitate social integration. An initial close reading of Jung's work on the persona provides the context for a portrayal of the extreme tensions between organisational/disciplinary/professional identity and persona in modern marketing work. The article examines the long history of anxiety that marketers have manifested regarding the reputation of their practice, the 'morality' and 'scientific' ethos of their unavoidably relativistic approach to truth and identity, and their focus on the construction of appearance/persona for commercial or political advantage. Finally, if the urge to create personas comes from needing to consistently portray the roles that society expects us to adopt (whether that be parson, cobbler or poet, to use Jung's examples), what happens to a discipline and profession which is so focused on the dynamic re-creation, re-assignment and re-invention of personas? The work argues that the distrust that marketing experiences at the hands of mainstream society illustrates the way in which the maintenance of a consistent persona, 'standing at one's post' (to use Jung's terminology), remains one of the most uncomfortable and contested aspects of modern life.
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Yan, Tony, and Michael R. Hyman. "Nationalistic appeals and consumer boycotts in China, 1900-1949." Journal of Historical Research in Marketing 12, no. 4 (October 8, 2020): 503–24. http://dx.doi.org/10.1108/jhrm-08-2019-0030.
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Purpose The purpose of this study is to explore how nationalistic appeals may affect consumers’ perception and purchasing of targeted brands. Qualitative historical data from old China (1900–1949) reveal that social movement groups can adopt nationalistic appeals assisted by meaning framing – defined as a creative interpretation of symbols, designs, behaviors, social events and cultural identities to serve social and political goals – to shape consumers’ attitudes toward foreign brands. After examining the mechanisms and processes underlying consumer boycotts from 1900 to 1949, the responsive strategies of affected foreign companies are illustrated. Design/methodology/approach Critical historical research method is applied to historical data and historical “traces” from China’s corporate documents, memoirs, posters, advertisements, newspapers and secondhand sources documenting Chinese boycotts from 1900 to 1949. Findings Consumers may pursue interests beyond economic interests. Nationalistic appeals can mobilize consumer boycotts against foreign brands that were perceived to support or relate to targeted countries. Political framing of certain events shapes consumers’ perceptions and concomitant brand choices. Research limitations/implications Although differences between historical and current contexts may require tailoring past marketing strategies to current conditions, past strategies can inform current and future strategies. Practical implications Strategies adopted by foreign companies in old China (1900–1949) can help contemporary companies design effective marketing strategies for a hostile marketplace infused with nationalistic appeals and competing interests. Social implications Although local companies can adopt economic or political nationalism to realize their economic goals, it represents a double-edged sword that can harm national brands. Originality/value A historical analysis of nationalistic business appeals in pre-1949 China can inform the counterstrategies modern companies adopt to overcome consumer boycotts.
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Gormley Jr., William T. "Moralists, Pragmatists, and Rogues: Bureaucrats in Modern Mysteries." Public Administration Review 61, no. 2 (March 2001): 184–93. http://dx.doi.org/10.1111/0033-3352.00021.
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VARDIASHVILI, A. V. "MARKETING AND LOGISTIC COMPONENT OF INCREASING COMPETITIVENESS OF INTEGRATED ENTERPRISES." Economic innovations 21, no. 1(70) (March 20, 2019): 22–27. http://dx.doi.org/10.31520/ei.2019.21.1(70).22-27.
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Topicality. The inherent element of a modern market economy is competition. It contributes to the progress of a market economy and it is one of the fundamental economic categories. The market itself and its mechanism of action cannot function normally without developed forms of competition.The existence of competition ensures the development of the national economy, contributing to the fact that entrepreneurs in competition struggle to win consumers by raising the quality and lowering the prices of goods, expanding the range, introducing scientific and technological progress, etc., which in general contributes to the improvement of the welfare of the whole society.Competitiveness is one of the main indicators of successful business activity. In this regard, the substantiation of the approaches to its study with a view to further development of a system for managing the competitiveness of enterprises is relevant.Today, taking into account the overall economic and political situation in the country, the issue of increasing the competitiveness of domestic enterprises, both within the national and foreign markets, both in modern conditions and in the future, is particularly acute.Aim and tasks. The key categories for conducting this research are the competitiveness of the enterprise and products, competitive advantages, as well as marketing and logistics activities, which peculiarities of theoretical determination is a priority task.Research results. The article observes competitive advantages from different points of view, including the logistic approach to their formation. Also the strategies for creating competitive advantages in modern conditions are analyzed.Conclusions. Competitive advantage can not be identified with the potential of the enterprise. Unlike opportunities, it is a fact that is fixed as a result of the real benefits of buyers. That is why in business practice the competitive advantages are the main goal and the result of economic activity. As it can be seen from the foregoing, all strategies of creating competitive advantages have significant distinctive features, which allow us to conclude that an enterprise must clearly define for itself which strategy it is planning to implement and in no case mix these strategies. At the same time, it should be noted that there is a certain link between these strategies and this should also be taken into account when creating competitive advantages.
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Strauß, Stefan. "Vom „Global Village“ zur „Blackbox Society“? Digitale Identitäten und politische Kommunikation in Zeiten des Überwachungskapitalismus." Momentum Quarterly - Zeitschrift für sozialen Fortschritt 9, no. 2 (July 13, 2020): 85. http://dx.doi.org/10.15203/momentumquarterly.vol9.no2.p85-102.
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Digitization and social media have been changing political (mass-)communication significantly. The Cambridge Analytica data scandal underlines the strong ambivalence between political empowerment and polarization. Problems of filter bubbles, “fake news”, disinformation etc. increasingly challenge free political will formation and democracy. This paper explores how and why social media altered political communication in this respect and what role the toolbox of surveillance capitalism plays here. In the light of a structural transformation of the public it discusses how digital mass communication functions with the dynamics of social media. Based on the case of the Cambridge Analytica scandal, the paper reveals how digital identification practices, microtargeting and modern forms of persuasion marketing serve to create political impact by influencing political opinions and how this relates to mechanisms of propaganda. Finally, the paper argues for stricter regulation of political online communication and digital campaigning to counter populism.
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Watson Andaya, Barbara. "Women and Economic Change: The Pepper Trade in Pre-Modern Southeast Asia." Journal of the Economic and Social History of the Orient 38, no. 2 (1995): 165–90. http://dx.doi.org/10.1163/1568520952600579.
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AbstractWomen in Southeast Asia are traditionally said to have occupied a “high status”, especially in comparison with China and India. As yet, however, little research has been undertaken on the pre-modern period. This paper examines the development of the pepper trade in Sumatra during the seventeenth and eighteenth centuries, and explores the manner in which this new cash crop affected the position of women. Prior to the introduction of pepper, females dominated horticulture and local marketing. Initially pepper was incorporated into household gardens, but increased production made its growing and marketing less easily allied with domestic tasks. The arrival of Europeans accelerated the process whereby control of pepper resources fell into male hands, both local and foreign. Declining prices meant pepper's popularity declined, but the Dutch and English East India Companies still tried to persuade local rulers to enforce cultivation. On the east coast of Sumatra the pepper areas were far from coastal centers of control, and compulsion proved impossible. On the west coast, however, the pepper districts were closer to English posts, and the changes brought about by forced cultivation were therefore more far reaching. Women were particularly affected, since Europeans saw plantation agriculture as a male preserve, with females occupying a secondary position. Growing local resistance to pepper growing is normally attributed to the low returns it offered from the mid seventeenth century onwards. As a case study, this paper suggests that another element was the cultural disruption that European policies introduced, and especially the effects on the traditional roles of women in the domestic economy.
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Patrushev, Sergey V., Artemiy M. Kuchinov, Olga A. Miryasova, Irina L. Nedyak, Tamara V. Pavlova, and Ludmila E. Filippova. "Formation of Civic Responsibility in Russia." Sociologicheskaja nauka i social naja praktika 8, no. 1 (2020): 27–47. http://dx.doi.org/10.19181/snsp.2020.8.1.7093.
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The concept of civic responsibility is poorly studied by modern political science and is not sufficiently used in the analysis of the Russian political situation. This article attempts to develop the concept of civic responsibility as a category in political science using political, sociological and institutional approaches. The scientific novelty lies in the deployment of the concept of civic responsibility in the institutional context of civil society and the state. The identification of the normative and value structure of civic responsibility and its congruence in the institutional environment and the assessment of the development potential of civic responsibility will allow the better understanding of Russian politics and Russian society, as well as the expansion of the possibilities for influencing the process of the formation of civic responsibility as a stable foundation of modern politics. For empirical verification of theoretical assumptions, we used the data of an all-Russian representative survey of the population aged 18 years and older conducted by the comparative political research department of the Institute of Sociology of the Federal Center of Theoretical and Applied Sociology of the Russian Academy of Sciences (with the support of the Center of Social Forecasting and Marketing) in June 2019. The size of the sampled population was 700 people (OSPI-2019).
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Kim, Seok-Eun. "The Role of Trust in the Modern Administrative State." Administration & Society 37, no. 5 (November 2005): 611–35. http://dx.doi.org/10.1177/0095399705278596.
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Thompson, Fred. "Matching Responsibilities with Tactics: Administrative Controls and Modern Government." Public Administration Review 53, no. 4 (July 1993): 303. http://dx.doi.org/10.2307/977143.
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Yarosh, Olga, and Igor Zinoviev. "Educational Standards and Modern Requirements: Contradictions or Opportunities." Education & Self Development 16, no. 1 (March 31, 2021): 116–28. http://dx.doi.org/10.26907/esd16.1.10.
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This is an empirical study of professional competencies. The article addresses two main tasks: the demands of the labor market presented to specialists in the field of trade and marketing; and the identification of the professional competencies formed by the standard for the preparation of FSES HE 3+ and whether it meets the modern requirements of employers. Two hypotheses are investigated: (i) can the competencies inherent in the educational standard develop the necessary skills required by this profession in the modern labor market; and (ii) do the professional competencies reflect the necessary personal qualities demanded by employers. The analysis shows that the educational standard of the FSES HE 3+ is rather poorly adapted to the modern requirements of the labor market. As a rule the professional competencies in it develop a specialist who is ready to engage in his own entrepreneurial activity, while the training of such personnel is carried out at the expense of the state budget. This implies the need to work in large organizations and to possess a wider set of skills, including the ability for expert and analytical work, systemic thinking, etc. The increasing innovation in high-tech industries as Russia moves towards a digital economy will increase the demand for labor marketers who have design, engineering, visualization and skills for working with BigData. It is these skills that should be integrated into the new FSES of HE3 ++ to train a specialist o meet the requirements of the 21st century.
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Kurmanov, Nurlan, and Dina Aibosynova. "THE MODERN STATE OF ENTERPRISE INNOVATION ACTIVITY IN KAZAKHSTAN." CBU International Conference Proceedings 3 (September 19, 2015): 129–40. http://dx.doi.org/10.12955/cbup.v3.594.
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In the XXI century, the key to rapid socio-economic development is to have an effective innovation policy, aimed at introducing high "disruptive" technologies, new ways to organise and manage work, advanced inventions, and the means to progress scientific and technical achievements.The formation of an innovative economy in Kazakhstan is a complexity of economic, social, and political issues. An effective use of research findings and developments in the real economy is most important in terms of Kazakhstan’s successful competitiveness, assurance for high economic growth, improved quality of life, and to help realize other innovative priorities. In these circumstances, innovation management and development is becoming more relevant as the basis for developing Kazakh companies, by way of a defined set of relevant technical, operational, organizational, marketing, and financial operations.The purpose of this study is to identify characteristics and practical recommendations for the development and further improvement of management mechanisms relating to the innovative activity of enterprises in Kazakhstan. The study used a systematic approach of comparison, scientific abstraction, data collection, analysis and synthesis, applied expertise, and statistical methods. The core value of the work was to support the feasibility of a system for Kazakh enterprises to promote innovative activity and the development of high technologies.
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Vaccari, Cristian. "The features, impact and legacy of Berlusconi's campaigning techniques, language and style." Modern Italy 20, no. 1 (February 2015): 25–39. http://dx.doi.org/10.1080/13532944.2014.985583.
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This essay empirically evaluates three aspects of Berlusconi's legacy for Italian political communication: his pioneering of political marketing and modern electioneering; his ability to appropriate and popularise his particular rhetorical formulae; and his approach to increasingly relevant digital media. Berlusconi skilfully imported professional televised-centric campaigning in Italy, opening a wide competitive gap that his centre-left opponents took two decades to close. He also managed deeply to influence political discourse by spreading his signature catchphrases among most journalists and politicians, including his opponents. He was, however, less innovative, and generally outperformed by his main competitors, in the use of digital media to inform and engage voters. These findings suggest that Berlusconi's impact on Italian political communication has been massive, but his legacy may be less lasting to the extent that media and electioneering are evolving towards models that differ from those dominated by Berlusconi.
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WĄCHOL, Jerzy. "Global environment as a factor of changes in organization and modern management concepts." Scientific Papers of Silesian University of Technology. Organization and Management Series 2021, no. 150 (2021): 321–31. http://dx.doi.org/10.29119/1641-3466.2021.150.24.
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Purpose: The aim of the study is to present a changing global environment for businesses, to use modern elements of management, IT and telecommunications as necessary elements in the face of the pandemic and global crisis, to sustain the functioning of businesses, organisations, economies and states. Design/methodology/approach: On the basis of the collected statistical data, own research and surveys, observations and literature, conclusions have been drawn concerning trends of changes in the organisation and the application of modern management concepts and forms of management. The study presents the functioning of enterprises taking into account their further environment, especially economic and social, against the background of the current problems of the EU and the world economy. The study also presents the problems of modern global economy, pandemic and sustainable development. Findings: Study presents selected elements of governance and trends of change in the organisation. What matters most for companies is marketing, finance, profit, strategies, personnel, innovation, modern methods and forms of organisation, etc. However, elements of IT and modern management methods already have an important and growing position, especially in the face of the pandemic, remote work and the global crisis. Technological and macro-economic changes, new methods of management, shrinking natural resources in the world at the turn of the 20th and 21st century, looking for substitutes, all these set out the directions for the development of companies. In addition, socio-political and epidemiological changes, computerisation and automation, cause changes in the functioning of enterprises, both large and small.
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Symes, Colin. "Education for Sale: A Semiotic Analysis of School Prospectuses and other Forms of Educational Marketing." Australian Journal of Education 42, no. 2 (August 1998): 133–52. http://dx.doi.org/10.1177/000494419804200202.
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IMPRESSION management strategies have become an important dimension of the educational endeavour. Their recent upsurge can be traced to the context of marketing and consumer choice that is now part of the prevailing orthodoxy of the modern school. In this paper, various types of ‘impression management’ (Schlenker, 1980) strategies are described, including those associated with school prospectuses and advertisements. These are the subjects of textual analysis, more specifically that of social semiotics which highlight the degree to which symbolic processes are influenced by context, and by the changing political economy. It is argued that the employment of a social semiotic framework to analyse educational promotional materials highlights the degree to which schooling, particularly private schooling, continues to be shaped by market forces.
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Ewins, Neil. "Variations in American marketing practices of early 19th-century ceramic importers and dealers, reflecting culture and identity." Journal of Historical Research in Marketing 12, no. 3 (June 3, 2020): 345–75. http://dx.doi.org/10.1108/jhrm-07-2019-0024.
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Purpose This paper explores the advertising strategy of crockery importers and dealers in relationship to their origins and backgrounds. This is a departure from earlier ceramic-history literature which tended to focus on the Staffordshire producers, with limited awareness on how the identity of importers and dealers influenced what products were sold, and their individual approaches to marketing. Design/methodology/approach Within a context of historical marketing research, this paper analyses newspaper advertising and commentary. It combines an examination of marketing practices with a wider consideration of the cultural identities of ceramic importers and dealers. The digitalization of historical records, combined with sophisticated search engines, makes it more feasible to examine a broader range of sources. Thus, modern research methods can enhance our understanding of production and demand and reveal how marketing strategy was diverse. Findings Awareness on how advertising was influenced by the backgrounds and socio-political views of importers and dealers demonstrates ways in which Anglo-American ceramic trade could be far more market-led. More significantly, marketing approaches were not necessarily responding to American demand, but rather that importers could engage in commissioning goods which reflected their own views on politics, religion or slavery. Originality/value Examining the advertising of importers demonstrates the complex relationship between production and ceramic demand. This paper opens up debates as to how far the advertising of other merchandise in the USA shows evidence of taking a more individual approach by the 19th century.
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Stergiou, Dimitrios. "ISIS political economy: financing a terror state." Journal of Money Laundering Control 19, no. 2 (May 3, 2016): 189–207. http://dx.doi.org/10.1108/jmlc-06-2015-0021.
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Purpose This paper aims to investigate the financial aspects of the Islamic State of Iraq and Syria (ISIS), its sources of financing and the management of funds in a State-like apparatus. Design/methodology/approach It is argued that ISIS constitutes a phenomenon not only due to the extreme violence, instrumentalized via “marketing” methods but also on grounds of its declared aspiration to occupy and control land and population with ever expanding borders. After analyzing the group’s sources of funding which are closely interlinked to the areas it controls and its coordinated efforts to establish a proto-terror state framework, a strategy for addressing this threat based on international practices and decisions is being highlighted. Findings ISIS represents a “sui generis”, primarily self-funded State Scale Entity, a case study for Defense and Security Geo-economics. Its “economic model”, an amalgam of terrorist and criminal practices, could not be used for a viable proto-state it aspires to be. Research limitations/implications No official data of any kind are available by international recognized organizations or bodies. The sources for this paper are primarily Western media, journalists, indirect habitants’ testimonies and very few official reports. Practical implications Caution must be exercised, when using even trivial platforms of social media and mobile applications, linked even remotely with ISIS or its affiliates. Originality/value This paper is a comprehensive presentation of the economic facets of this first modern endeavor for a terror-state.
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Andryeyeva, N. M., and D. V. Zinkovska. "METHODOLOGICAL ASPECTS OF FORSIGHT IMPLEMENTATION INTO THE SYSTEM OF DIAGNOSTICS OF MARKETING POLICY AT ENTERPRISES OF UKRAINE." Economic innovations 19, no. 2(64) (July 7, 2017): 19–24. http://dx.doi.org/10.31520/ei.2017.19.2(64).19-24.
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In this article was considered main approaches of different authors to the definition of "forsight". On the basis of the investigated approaches and developed taking into account modern trends was created own authors� interpretation of the term �foresight�. It was highlighted that foresight and expert forecast not identity terms. The main features of foresight which distinguish it from expert forecasting were highlighted. The authors considered the essence of the key principles of foresight, namely the focus on the future and the perspective directions of its development, involving a wide range of participants and creating a network of knowledge, planning and policy formation of the enterprise. The article proposed to consider foresight as a predictive, scenario and analytical component of the diagnostics of the marketing policy of the enterprise. Also, the article proposed the definition of "diagnostics of marketing policy of the enterprise". It was highlighted 3 main groups of methods of diagnostics of marketing policy: marketing research methods, mathematical and statistical methods, methods of research of strategic and operational marketing activities. The place of foresight in the system of tools of diagnostics of the marketing policy of the enterprise was investigated. In addition, the main features of the Ukrainian economy that will affect the process of implementation of foresight, namely the instability of the political situation affecting the country's socio-economic development, the use of mostly traditional marketing tools, low propensity to use innovative technologies, the inability to make too long-term forecasts (more 10 years), which is connected with the unstable situation in the country.
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Terskikh, Marina V. "Representations of Russia and the Russian national character in the modern advertising discourse: linguistic and cognitive analysis." Neophilology, no. 24 (2020): 819–35. http://dx.doi.org/10.20310/2587-6953-2020-6-24-819-835.
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We refer to the concept of the country’s image, which arose in the practice of politicians, government executives, and marketing specialists and has been actively developed in recent dec-ades in the works of representatives of various branches of scientific knowledge: linguists, political scientists, sociologists, philosophers, etc. Media discourse becomes a communication space within which messages are created, on the one hand, reflecting the stereotypical attitudes of the internal and external audience regarding Russia and the Russian people, on the other, correcting negative and reinforcing positive ethnic stereotypes. In this work, the media image of Russia is modeled on the basis of texts of commercial, social and political advertising, speeches of political figures, in particular, in the framework of the election campaign. As a basic methodology, we use the frame modeling method, reconstructs the “Russia” frame in Russian and foreign advertising discourse. Russian commercial advertising forms a positive image of a great, beautiful country with a strong and spiritually rich people, and the concept of “Russian” is used in texts exclusively with positive connotations. Russian social advertising creates the image of a country with a rich history and a great past, however it represents modern Russia as a country in which spiritual values play an increasingly smaller role. The external image of Russia can be generally assessed as negative. The sphere in which the least attractive image is realized is politics. The political theme is updated in all considered types of media discourse and forms the image of a backward, undemocratic state with high corruption and Soviet heritage.
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Gyanwali, Shrijan, and John C. Walsh. "Influencing Factors of Organizational Performance in Nepal Airlines Corporation." International Business Research 13, no. 1 (December 30, 2019): 268. http://dx.doi.org/10.5539/ibr.v13n1p268.
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The objective of the study is to evaluate performance influencing factors in Nepal Airlines Corporation (NAC) through mixed research method, qualitative and quantitative analysis. The primary data were obtained from in-depth interview with fifteen government and NAC executives. Secondary data were collected from Nepal Government, NAC publications and International Air Transport Association (IATA).
Revenue generation and passenger movement rate is found with average performance. Motivated employee, entrepreneurial marketing, collective leadership, ownership feeling of government and environmental support were explored as key performance factors. Sophisticated technology, airworthiness, and international standard and recommended practice were found as unique features. Lack of aircraft, unfair political influence and alienation of staffs in unionism were identified the reasons of lacking the business growth.
A performance framework is proposed which comprises entrepreneurial marketing (proactiveness, risk taking, innovativeness, opportunity focused, resource leveraging, customer intensity and value creation), collective leadership, sophisticated technology and sufficient number of modern aircrafts, service reliability and safety, and government support. The study recommends Nepal government to take ownership of NAC, and adopt fair and professional management practice rather than political quota distribution in its governing body, board of directors.
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Aberbach, Joel D., and Bert A. Rockman. "Mandates or Mandarins? Control and Discretion in the Modern Administrative State." Public Administration Review 48, no. 2 (March 1988): 606. http://dx.doi.org/10.2307/975761.
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Yefremova, N. "Marketing aspects of corporate social responsibility in the context of innovative development of business structures." Galic'kij ekonomičnij visnik 66, no. 5 (2020): 155–61. http://dx.doi.org/10.33108/galicianvisnyk_tntu2020.05.155.
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In the era of innovations business operation on the principles of socially responsible marketing is becoming more and more important. Socially responsible marketing is the responsibility for business activities to society. In Ukraine, the use of socially responsible marketing is free choice. In foreign countries, socially responsible marketing is a self-regulating norm of doing business. Most foreign companies understand this type of marketing as being honest with the company's mission, values and business principles, compliance with the law, taking into account national and cultural values, as well as socio-political events; responsibility for product consumption, prohibition to associate product consumption with personal or professional success; compliance with codes of practice, rules and norms of behavior, providing product samples. The principles of behavior in the market of large well-known companies from the standpoint of socially responsible marketing are analyzed in this paper in detail. The analysis is carried out on the basis of marketing concepts – traditional, socio-ethical, social, environmental, as well as A. Maslov’s theory of needs, M. Friedman’s theory of corporate selfishness of. There is the need to focus modern domestic management on the business structures management system based on the concept of socially responsible marketing. Its creation will bring the process of business structures management to a qualitatively new level. As an element of strategic management, social responsibility implies obtaining economic, social and environmental performance in the context of corporate sustainability. The introduction of the principles of socially responsible marketing in business entities activities should result in the improvement of its reputation, increase of its image and recognition; should contribute to brand strengthening, new markets entry, increase of innovative activity, consumer confidence, share value and investment opportunities, attraction of new consumers. In addition, it should result in the growth of economic and social efficiency, competitiveness.