Akimov D. Social marketing as the concept of the regulation the society's social sphere.

Object: The regulatory processes of the contemporary Ukrainian society social sphere in a conditions of market economy and democratization of al it's life aspects. Aim: To develop the concept of marketing approaches to the management of social processes in the contemporary Ukrainian society, the implementation of the methodology and principles of social marketing to manage the social sphere of society. Methods of research: marketing approaches, marketing concept, the methods of empirical sociological data collection, it's processing, systematization and using for describing and analyzing the processes of social exchange. Theoretical and practical results: created the concept of social marketing, which included both marketing and economic approaches to the regulation of socio-economic processes and their adaptation to the implementation of marketing tools and technologies in the regulation of the social sphere of society. Novelty: the concept of social marketing and its implementation in regulating the social sphere of contemporary Ukrainian society is developed. Degree of implementation: author used the results of the thesis in the preparation of a series of practical publications, development and implementation of the course "Social Marketing" for marketers in the Alfred Nobel Dnepropetrovsk University.