Features of social responsibility of marketing in small and medium-sized businesses in Russia

ABSTRACT:

The activity of small and medium-sized businesses (SMBs) is a market freedom criterion. Social responsibility in SMBs can have a different nature and motives. On a small scale, entrepreneurs’ ethical and moral qualities are better visible. At the same time, there is an acute need for finding competitive advantages, forming stable relations with employees, implementing customer focus principles. The study was an attempt to determine general prerequisites, patterns in marketing of small and medium-sized businesses and social responsibility of entrepreneurs.
Keywords: marketing, social marketing, corporate social responsibility, small and medium-sized business.

RESUMEN:

La actividad de las pequeñas y medianas empresas es un criterio de libertad de mercado. La responsabilidad social en las PYME puede tener una naturaleza y motivos diferentes. Las cualidades éticas y morales de los empresarios son más visibles. Existe una gran necesidad de encontrar ventajas competitivas, formar relaciones estables con los empleados e implementar principios de enfoque al cliente. El estudio fue un intento de determinar los requisitos y la responsabilidad social de los empresarios.
Palabras clave: marketing, marketing social, responsabilidad social corporativa, pequeñas y medianas empresas.