Katayev A. Adaptive socially-guided marketing-audit

Object of research: social function of marketing. The purpose of research: a theoretical substantiation of essence socially-guided marketing-audit and on this basis development of ways of its adaptation to tasks of social policy and the social responsibility of business. Research receptions: general scientific methods of knowledge; methods of statistics (the supervision, generalizing characteristics and deviations rejections, graphic, tabulared, selective, indistinct sets); methods of marketing researches. Results, novelty: Necessity of adaptation of marketing-audit to tasks of social policy and the social responsibility of business is proved, ways of social adaptation of marketing-audit are theoretically proved and empirically proved, the research program of an estimation of shifts in demand for socially-guided marketing-audit is advanced, the scientific maintenance of concepts "audit" and "marketing-audit" is advanced, the theory of modern social-ethical marketing has received the further development. Result: the author's subject matter for masters is developed. All this thesis has been developed by "Альянс-Аудит". Area of use: in practice of subjects of managing by development of complex programs socially-guided marketing-audit.