Contributions to the model of social marketing

Abstract

This study moves beyond the institutional approach to social marketing and interprets this marketing as an integrated model and practice with the objective of providing more complex solutions to social problems and promoting achieving social objectives. The research program, which has been in progress for two years, interprets social marketing as being a stakeholder management shaping behaviours acting along value communities. The presented empirical representative questionnaire inquiry assesses sensitivity, undertaking activities and feeling of responsibility of Hungarian citizens towards social problems. This presentation also analyses the connections between values importance, problcm-relatedness, individual responsibility, information gathering habits and hinderingfactor approaches, that is, Hungarian behavioural elements of integrated social marketing applications.