POJAM I SPECIFIČNOSTI SOCIJALNOG MARKETINGA

Marketing has become a powerful tool of modern society. Companies, various social and political organizations, governments, and individuals, use it to present a product or service, pointed to the problem and the solution. The social and commercial marketing are similar but their aim is different. Both are focused on the user or customer and tend to change their behavior, and while the commercial marketing is aimed to help customers to orient on the assortiment of a particular enterprise, social marketing changes the behavior of people to make solution of a larger social problem. The subject of this work is social marketing, use of social networks for implementation of social marketing and understanding the difference between social and commercial marketing. The aim of the study was to examine what are the key elements and problems of social marketing to find the way to conduct the social marketing an optimal way. The methods that will be used in the work are induction, analysis and comparative analysis.