THE ROLE, SIGNIFICANCE, AND FUNDAMENTAL PRINCIPLES OF SOCIAL MARKETING

Faculty of Transport and Traffic Engineering, Doboj, University of East Sarajevo, Republic of Srpska, BiH
Bosnia and Herzegovina

Psychorelax association, Doboj, Republic of Srpska, BiH
Bosnia and Herzegovina

Faculty of Tourism and Business Logistics, "Goce Delcev" University Stip, Republic of North Macedonia.
Macedonia, the former Yugoslav Republic of


Abstract

Social marketing, or the socialization of marketing as a business function, is based on the application of commercial marketing techniques aimed at influencing target groups to improve both their personal well-being and societal welfare. It relies on traditional marketing principles and tools to drive behavioral changes that address people’s needs and desires while solving social issues. Professionals in the domestic market lack sufficient knowledge and practical experience in managing social marketing effectively. Initially, attention is directed toward clarifying the concept of social marketing. Subsequently, the distinction between traditional and social marketing is examined. This is followed by an analysis of the most critical factors in the implementation of social marketing. Finally, the interpretation delves deeper into the role of social entrepreneurs in social marketing activities to achieve societal benefit.

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References


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