SOCIAL MARKETING CAMPAIGN - A NEW CHALLENGE FOR COMPANIES

In an increasingly crowded market, companies search for new competitive advantages in order to be separated by competition in the consumer's mind. Due to the fact that players in the business environment are discovering more benefits that can be gained by their own company through a the social marketing campaign, this paper analyzes, based on secondary research, the social marketing concept, the benefits brought by implementing such campaign and the degree to which the Romanian firms are oriented in this direction.