ВАРІАТИВНІСТЬ ПІДХОДІВ ДО РЕАЛИЗАЦІЇ КОНЦЕПЦІЇ СОЦІАЛЬНОГО МАРКЕТИНГУ

Abstract

Practice of social marketing concept implementation in European countries and
USA through the leading multinational companies case studies was analysed and
generalized in the article. The role of social reports as an innovative social mar-
keting instrument and necessity of forming of domestic approach to the social re-
sponsibility concept on the whole - and social marketing in particular was indicated.
Key words: social marketing, corporate social responsibility, social accounting