| | PROBLEMS OF MODERN ECONOMICS, N 1 (41), 2012 | | PROBLEMS OF MARKETING. LOGISTICS | | Bozhuk S. G. Head of the Chair of Marketing and Logistics, St. Petersburg Trade and Economy Institute, PhD (Economics), Professor Maslova T. D. Chair of Marketing, St. Petersburg State University of Economy and Finances, PhD (Economics), Professor
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| The article distinguishes the basic preconditions for realization of socially responsible marketing, traces the transformations of marketing tools within the concept of socially responsible marketing, describes the broadening of the scope of latter through the elements of “internal marketing,” and specifies the possibilities of social innovations in marketing communications | Key words: socially responsible marketing, marketing communications, social responsibility, social innovations | Pages: 199 - 203 |
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