Social marketing and its application in the Republic of Macedonia
Social marketing and its application in the Republic of Macedonia

Summary/Abstract: This paper analyses the principles, characteristics, meaning and application of social marketing in the Republic of Macedonia. For this purpose, a primary research was conducted in terms of several ground criteria elaborated by several authors in the literature, with the standpoint of Andreasen being the most popular. Following the aspects he emphasized as most relevant, the research conducted in the paper shows where weaknesses and strengths of the implementation of social marketing in the Republic of Macedonia can be defined up to now, with the opportunity to promote its future application. Considering the global importance of this concept, this paper stresses its importance for the Republic of Macedonia and gives directions for improvement, obtained through empirical research.

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