The European Union – A Remarkable Framework for Social Marketing Implementation

Virgil Adascalitei, Adina Musetescu () and Andreas Fruth ()
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Andreas Fruth: "Dimitrie Cantemir" Christian University

Knowledge Horizons - Economics, 2013, vol. 5, issue 1, 9-14

Abstract: The extension of marketing frontiers beyond the border of economic activities, in different social areas, has currently become a reality. The new concept of social marketing is based on the fact that the marketing thinking, its essence, is constituted by transaction, by the manner in which the exchange of values between two parties is created, stimulated, enabled and capitalized. The prominent promoters of the social marketing - specific orientation and mode of action - are the non-profit organizations, which cover a large range of types, specific to their mission, of the causes that they planned to serve. Within their increasing concern with improving the performances, in a context in which the competition for financing sources necessary for their activity and for satisfying the requirements of the public they serve - with larger possibilities of choice - is growing, non-profit organizations adopted an increasing conspicuous orientation, from the exterior, adopting their decisions in the light of the requirements within their reference "markets" and of the insurance of the mutually beneficial exchange. The government institutions of the European Union and the Community countries sought to permanently provide support to this sector, to ensure an institutional framework adequate for strengthening the legitimacy of the respective organizations and increasing the efficiency of their activity.

Keywords: Social marketing, principle of exchanges, organization, non-profit organizations; donor-oriented marketing, fund holder-oriented marketing, commercial marketing, sources of income, legal- institutional framework within the European Union (search for similar items in EconPapers)
JEL-codes: P23 (search for similar items in EconPapers)
Date: 2013
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