Applied prosocial behavior of companies – social marketing

Company, its brand, product or service gets to the customer ́s awareness by realization of various social campaigns. By the right choice of target market during realization of activities in area of social marketing, company can not only increase its incomes, but also strengthen its market position and its relationships with internal and external stakeholders. Pro-social behaviour is linked to compliance with social norms, which prescribe behaviour expected by a society. Complicity of companies on various socially oriented projects is required from them directly by consumers. But the question is, whether it is possible to look at social marketing as an applied pro-social behaviour of companies – while marketing activities are planned, carried out with certain goals and objectives and with purpose to reach profit, pro-social behaviour does not result from obligation and does not expect anything in return.