Kozyn L. Socially responsible marketing of the enterprises

Object is the process of socially responsible marketing activity of alcoholic beverages manufacturers in modern conditions. Objective is the development of theoretical and methodical foundations and practical recommendations for the implementation of socially responsible marketing approaches to the practice of Ukrainian alcoholic beverages enterprises. Methods of historical analysis, logical analysis, synthesis and comparison, simulation, induction, grouping, graphical, tabular methods. Results - justification of theoretical positions, development of recommendations and proposals for concerning the system of socially responsible marketing of alcoholic beverages manufacturers. Novelty: the interpretation of the term "socially responsible marketing" as a modern form of marketing was improved; the conceptual approach to the socially responsible marketing-mix, which reflects the convergence of interests of the target company, its customers and society as a whole was proposed; the modeling of consumer behavior formation, aimed at responsible drinking through the transformation of motivation to it was developed; the approaches to formation of the manufacturer relationships with partners on the principles of socially responsible marketing were improved; a mathematical model of system of socially responsible marketing synthesis was developed through the coordination of the certain tools of socially responsible marketing using of and the needs and expectations of alcohol consumers. Implemented in the activity of the Department of of Economics of Ivano-Frankivsk Regional State Administration, Ivano-Frankivsk Regional State Association of alcohol and alcoholic beverage industry, "Stanislavska trading company" LLC, "Shustov-spyrt" ALC, "Darnitskiy" LLC, "GalichinabudInvest" LLC, "Valerija" POE, Ivano-Frankivsk educational and research institute of management of Ternopil National Economic University. This is applied in the marketing activity of alcoholic beverages manufacturers and their partners. The branch of industry is Economy.