SOCIAL MARKETING ORIENTATION OF COMPANIES IN SLOVAKIA

Year 2009, Volume: 6 Issue: 2, 12 - 24, 01.12.2009

Janka Petrovıčová

Abstract

Nowadays there is a growing trend of concerning the social issues in business practice. Profit has been the main goal of companies for ages; they were usually looking for competitive advantage and tools how to be the best on the market, how to beat competition and how to ensure high market share. However, this situation has been slowly changing and the problems of people and society are more topical issues, now. Nowadays new questions arise: Are there companies which modify their activities and involve also social aspects in doing their business or are they oriented purely on their profit? This paper tries to answer this question. The mail goal is to examine in what extent the profit sector contributes to solving the social issues, what the perceived benefits of this “social marketing orientation” are and which obstacles the companies face in its implementation. The results are based on empirical research involving 20 companies operating in Slovak market

Keywords

social marketing, social issues, marketing, benefits, society

References

• ADCOCK, D. – HALBOURGH, A. – ROSS, C. 2001. Marketing, Pearson Education.
• ADKINS, S. 1999. Cause Related Marketing : Who Cares Wins, Butterworth-Heinmann.
• ANDREASEN, A. R. 2002. Marketing Social Marketing in the Social Change Marketplace, Journal of Public Policy & Marketing, Vol. 21, No. 1, Social Marketing Initiatives (Spring, 2002), pp. 3-13.
• COUGHLIN, R. M. 1991. Morality, Rationality and Efficiency : New Perspectives on Socio-economics, M. E. Sharpe.
• ELEXA, Ľ. 2008. Innovative Enterprises in Slovakia and Abroad. Determinants of Innovation Activity in Small and Medium-Sized Enterprises in SR (1. časť) : zborník príspevkov nekonferenčného typu z riešenia výskumného projektu VEGA 1/0700/08. Banská Bystrica : Univerzita Mateja Bela, Ekonomická fakulta, 2008, pp. 21-51. KLOPPER, H. B. at all. 2006. Marketing : Fresh Perspectives, Pearson South Africa.
• KOTLER, P. – ARMSTRONG, G. 1992. Marketing, Bratislava: Slovenskeé pedagogické nakladateľstvo.
• KOTLER, P. – ROBERTO, N. – LEE, N. 2002. Social Marketing : Improving the Quality of Life, Sage.
• PRIDE, W. M. – FERRELL, O. C. 2000. Marketing, Houston: Houghton Mifflin Company.
• SANDHUSEN, R. L. 2000. Marketing, Barron´s Educational Series.
• WEINREICH, N. K. 1999. Hands-on Social Marketing, Sage.