SOCIALLY-RESPONSIBLE MEASURING OF THE MODERN COMPANY’S MARKETING ACTIVITY

The logical predestination of the corporate social responsibility’s (CSR) principles integration into the marketing activities of a modern company is exposed in the article. Socially-responsible marketing as a practical expression of this integration is depicted on the background of the ratio of the nature and content of the CSR concept and marketing in its modern sense. In accordance with the classical classification of marketing-mix components the article proposes some steps to improve the company's marketing practices implementing its choice in favor of their socially-responsible orientation.
The model of relationship between the company transition to a socially-responsible marketing and the cost-effectiveness of its activity is proposed.

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