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2012, vol. 43, br. 3, str. 173-180
Društvena odgovornost preduzeća
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Sažetak
Društvena odgovornost se odnosi na obaveze preduzeća da maksimizira pozitivne, a minimizira negativne uticaje na društvo. Preduzeće postoji da bi se zadovoljile ljudske potrebe. Svako preduzeće na različite načine ispoljava svoju društvenu odgovornost. Marketing pomaže preduzeću da izađe u susret svojim društvenim odgovornostima. Podstiče se i podržava proaktivno, a destimuliše i ograničava reaktivno reagovanje na društvene odgovornosti. Proaktivan stav na društvenu odgovornost ima pozitivan efekat na performanse preduzeća. Koncept društvenog marketinga se u literaturi interpretira kao produbljenje marketing koncepta. Odnosi se na veće uvažavanje društvenih konsekvenci marketing odluka i akcija.
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O članku

jezik rada: srpski
vrsta rada: originalan članak
DOI: 10.5937/markt1203173M
objavljen u SCIndeksu: 05.02.2013.