In the contemporary epoch of national economy development in Tajikistan Republic being in the process of formation and evolution of the system of market economy the interest towards marketing has been increasing from day to day. There is worked out the problem of social marketing as an important streamline of marketing activity. Potentialities of assessment and analysis of social efficiency as to market and non-market relations are being discussed, the system of indices is being created; their statistical description being adduced. Social efficiency evinces in catering the needs of telic markets; hereby preservation of human, material, energetic and other resources, environmental protection being taken into account. Social marketing is the only marketing idea objectifying in itself the possibility of harmonization of personal, collective and social interests.
Key-words: social marketing, social efficiency, non-commercial marketing, environmental marketing, social-ethical marketing, corporate social responsibility, irrational demands, socio-economic marketing
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