Social Marketing – a Concept of Marketing Management

The recent changes in our environment have forced many companies, currently active on the market, to redefine the purpose of their activities, strategies and mission statements. The process of globalisation has increased greatly in the last decades. This is the result of liberalisation of trade, development of technology and involvement in global activities by international corporations. The importance of consumer and ecological organizations, protection of human and animal rights have also significantly increased. All this strongly impacts not only legal regulations but also consumers’ knowledge and their sensitivity. Some parts of modern society have become increasingly aware of the necessity to counter the negative consequences of globalisation of economies and damage to the environment: increased pollution, migration of “dirty businesses” from rich to poorer countries. One of the consequences of globalisation is the increase in ethnocentrism (Vilčeková 2014). The development in modern media has revolutionised methods of communication and the flow of business information between companies and organisations. The global growth of companies and their activities caused not only the increase of market potential but also increased competition. This strengthening of competitiveness is also the result of increased social responsibilities of companies (Mazurkiewicz and Pizlo 2006, p. 16). There is no single definition of social marketing in relevant literature. It changes with time and specific circumstances. The only thing that can be said about social marketing that it is a concept of marketing and a tool for change. The difference in social marketing depends on target groups, marketing programs and the degree of change in consumers together with their appropriate responses to it (Hall 2014, p. 21). The aim of this article is to diagnose sources, areas of concentration and the action taken by the companies using social marketing.