The concept of holistic marketing links effective relationship marketing, integrated marketing, internal marketing and socially responsible marketing. Marketing implementation in the second decade of the 21st century increasingly highlights the significance of its social responsibility, bearing in mind the changes in ways of conducting modern marketing activities. Effective internal marketing in the changed business milieu is deemed achievable only by taking into account the aspects of socially responsible business practices. It is up to the marketers themselves to estimate the extent to which their marketing programmes are socially responsible, notably by considering the relevant factors affecting a raise in the level of corporate social responsibility. Changes in consumers' and employees' expectations, legal and regulatory environments, measures taken by executive and monetary authorities, as well as the increased sensibility of investors to socially responsible business result in noticeable changes in marketing practices.