THE ROLE OF SOCIALLY RESPONSIBLE MARKETING IN THE ENTERPRISE

The article discusses such concepts as socially responsible marketing, marketing concepts, tools of marketing concepts, social and ethical marketing. The modern tools of realization of social and ethical marketing at the enterprise are analyzed. The main tools of the concept of social-ethical and socially-responsible marketing at the modern enterprise are investigated. The directions on improvement of its activity are offered. The activity of the enterprise is considered, methods on increase of efficiency from realization of the concept of socially responsible marketing are developed. Measures and methods for improving the application of the tools of the concept of socially responsible marketing at the enterprise operating in the domestic market of goods and services are proposed. The methods and ways to increase the effectiveness of the proposed measures on the concept and tools of socially responsible marketing are studied. The analyzed areas of activity of the enterprise provide grounds to say that for modern consumers the issue of social responsibility in general is very important. In the market of modern goods and services where consumers are quite demanding, there are grounds to argue on the relevance of this issue and further active study. On the basis of the analyzed theoretical and practical material on issues of ethics and responsibility, and at the same time the issue of providing reliable information about the production of goods of the enterprise is the main component of effective business. Modern, demanding consumers need an individual approach, starting with the development of idea on the release of goods to the very process of selling goods on the market. That is why this issue is quite relevant and not fully explored. Modern operating conditions dictate more and more requirements for Ukrainian enterprises. That is why every leader is faced with the decision to implement the concept of social responsibility in the development strategy of his enterprise, because, in terms of integration into the world community, social responsibility of doing business is a necessary part and core of enterprise competitiveness. Based on the evolution of marketing concepts, the concept of socially responsible marketing deserves special attention, because it directs its efforts to combine cooperation between consumers, producers and the environment, and therefore society as a whole.