SOCIALLY RESPONSIBLE MARKETING: AN GNOSEOLOGICAL APPROACH

In the conditions of globalization changes and transformations, consideration of the issue of the formation of socially responsible marketing, analysis of conceptual views regarding the development of this issue is becoming more and more relevant. The dynamism of increasing the role of the open introduction of business is radically changing the dominants of human development. Business is increasingly aware of the relevance of implementing social programs in marketing to achieve its shortterm and long-term goals, implements sustainable development marketing measures to increase competitiveness and maintain market positions. The concept of socially responsible marketing changes the understanding of the role of business as a social institution, forms a new approach to the evaluation of efficiency and its productive activities. Pure metamorphoses of social valuables and priorities generate changes of well-established practices, providing integrating process and instruments of socially responsible marketing. Increasing social awareness in the future will lead to the minimization of risks, which will make it possible to achieve high productivity and profitability of enterprises. The article examines the problems of formation and development of the concept of “socially responsible marketing”; the gnoseological approaches of socially responsible marketing are characterized. The article examines the problems of formation and development of the concept of “socially responsible marketing”; the gnoseological approaches of socially responsible marketing are characterized.