{"id":5080,"date":"2022-05-04T09:31:14","date_gmt":"2022-05-04T07:31:14","guid":{"rendered":"https:\/\/dev.editura.ase.ro\/editura-ase\/?post_type=product&#038;p=5080"},"modified":"2022-05-26T12:17:34","modified_gmt":"2022-05-26T10:17:34","slug":"marketing-si-responsabilitate-sociala","status":"publish","type":"product","link":"https:\/\/dev.editura.ase.ro\/editura-ase\/product\/marketing-si-responsabilitate-sociala\/","title":{"rendered":"Marketing \u015fi responsabilitate social\u0103"},"content":{"rendered":"<p>Pornind de la revolu\u0163ia industrial\u0103, interven\u0163ia omului \u00een natur\u0103 a fost din ce \u00een ce mai activ\u0103, lucru ce a condus la dou\u0103 elemente relativ contradictorii: bun\u0103stare \u015fi dezvoltare economic\u0103, pe de-o parte, \u015fi o \u00eenr\u0103ut\u0103\u0163ire a st\u0103rii de s\u0103n\u0103tate a mediului \u00eenconjur\u0103tor, de cealalt\u0103 parte. \u00cen evolu\u0163ia sa teoretic\u0103 \u015fi practic\u0103, \u015ftiin\u0163a marketingului a f\u0103cut trecerea de la marketingul tranzac\u0163ional la marketingul rela\u0163ional. Marketingul rela\u0163ional introduce \u00een teoria de marketing dou\u0103 aspecte importante: acordarea unei aten\u0163ii sporite clientului \u015fi stakeholderilor organiza\u0163iei \u015fi construirea de rela\u0163ii de lung\u0103 durat\u0103 cu ace\u015ftia. Responsabilitatea social\u0103 a companiei constituie o nou\u0103 filosofie a afacerilor, \u00een care compania \u00eencearc\u0103 s\u0103 \u00ee\u015fi maximizeze efectele pozitive fa\u0163\u0103 de consumatori \u015fi societate \u015fi, \u00een acela\u015fi timp, s\u0103 \u00ee\u015fi minimizeze impactul negativ asupra mediului \u00eenconjur\u0103tor. Practic, \u201erela\u0163iile\u201d pe care firma \u015fi le stabile\u015fte cu stakeholderii s\u0103i ar trebui s\u0103 aib\u0103 la baz\u0103 conceptul de responsabilitate social\u0103.<br \/>\nPorter \u015fi Kramer consider\u0103 c\u0103, prin utilizarea responsabilit\u0103\u0163ii sociale, o companie poate ob\u0163ine un avantaj competitiv pe pia\u0163\u0103, iar Kotler subliniaz\u0103 necesitatea existen\u0163ei unui angajament al firmei fa\u0163\u0103 de comunitate.<\/p>\n<p>Marketingul, ca principal instrument de conectare al \u00eentreprinderii la pia\u0163\u0103, cap\u0103t\u0103 o tot mai mare importan\u0163\u0103 din perspectiva responsabilit\u0103\u0163ii sociale. Dezvoltarea intensiv\u0103 a marketingului a f\u0103cut ca, prin adoptarea responsabilit\u0103\u0163ii sociale, compania s\u0103 se orienteze nu numai c\u0103tre consumatori, ci \u015fi c\u0103tre problemele globale ale planetei. \u00cen felul acesta firma se va bucura de consumatori ferici\u0163i, dar \u015fi de angaja\u0163i, ac\u0163ionari, comunit\u0103\u0163i mul\u0163umite de activitatea companiei. Definirea responsabilit\u0103\u0163ii sociale reprezint\u0103 un punct important de plecare \u00een fundamentarea politicii de responsabilitate social\u0103 a companiei, ceea ce face necesar\u0103 o analiz\u0103 at\u00e2t a literaturii de specialitate, c\u00e2t \u015fi a activit\u0103\u0163ii desf\u0103\u015furate de c\u0103tre organismele interna\u0163ionale, promotoare ale acestui concept.<\/p>\n<p>&nbsp;<\/p>\n<div class=\"_df_book df-lite\" id=\"df_5076\"  _slug=\"marketing-si-responsabilitate-sociala\" data-title=\"marketing-si-responsabilitate-sociala\" wpoptions=\"true\" thumbtype=\"\" ><\/div><script class=\"df-shortcode-script\" nowprocket type=\"application\/javascript\">window.option_df_5076 = {\"outline\":[],\"autoEnableOutline\":\"false\",\"autoEnableThumbnail\":\"false\",\"overwritePDFOutline\":\"false\",\"direction\":\"1\",\"pageSize\":\"0\",\"soundEnable\":\"false\",\"source\":\"https:\\\/\\\/dev.editura.ase.ro\\\/editura-ase\\\/wp-content\\\/uploads\\\/2022\\\/05\\\/2018-STANCU-ALIN-Mkt-responsab-sociala-CUPR.pdf\",\"wpOptions\":\"true\"}; if(window.DFLIP && window.DFLIP.parseBooks){window.DFLIP.parseBooks();}<\/script>\n","protected":false},"excerpt":{"rendered":"<p>Pornind de la revolu\u0163ia industrial\u0103, interven\u0163ia omului \u00een natur\u0103 a fost din ce \u00een ce mai activ\u0103, lucru ce a condus la dou\u0103 elemente relativ contradictorii: bun\u0103stare \u015fi dezvoltare economic\u0103, pe de-o parte, \u015fi o \u00eenr\u0103ut\u0103\u0163ire a st\u0103rii de s\u0103n\u0103tate a mediului \u00eenconjur\u0103tor, de cealalt\u0103 parte.<\/p>\n","protected":false},"featured_media":0,"comment_status":"open","ping_status":"closed","template":"","meta":[],"product_brand":[],"product_cat":[300],"product_tag":[],"class_list":["post-5080","product","type-product","status-publish","product_cat-marketing","pa_anul-aparitiei-1299","pa_book-author-alin-stancu","first","instock","shipping-taxable","purchasable","product-type-variable"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.6 - 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