Social Responsibility Of Business Entities And Their Marketing Activities In The Light Of The Global Financial And Economic Crisis

The concepts of social responsibility of business entities and their marketing that take into account the leading role of effective state regulation have been substantiated. The character of the enterprise social responsibility influence on its image and competitiveness has been reasoned. Examples of blatant social irresponsibility of business and its marketing in industrialized countries and in Ukraine, that were identified during the global financial and economic crisis have been supplied. The concept of socially responsible marketing, based only on business owners' growing awareness and social initiatives has been proved to require effective state regulation to be implemented on a large scale. For this, the following general scientific and special methods were used: analysis and synthesis, a systematic approach, induction and deduction, logic synthesis. A positive effect of the social responsibility of business entities on their image and economic performance has been demonstrated. A conclusion was substantiated that in countries whose economies do not provide an adequate level of state regulation of business entities and their social responsibility the population is doomed to exploitation by socially irresponsible businesses, moral and physical degradation. Responsibility of business entities in Ukraine and other countries can be raised, on the one hand, through the effective improvement of legislation, and on the other hand, by means of measures that could be taken by owners and top managers of business entities after reading this article.