СОЦИАЛЕН МАРКЕТИНГ ИЛИ МАРКЕТИНГ НА СОЦИАЛНИТЕ МРЕЖИ
SOCIAL MARKETING VS MARKETING ON SOCIAL MEDIA

Author(s): Nikolay Shterev
Subject(s): Economy, Business Economy / Management
Published by: Икономически университет - Варна
Keywords: social marketing; marketing on social media; marketing 2020
Summary/Abstract: The society development is based on the technologies‘ progress and technological innovations. Their recent development has opened an increasing development of social processes. Of course, the development of social marketing is not an expression of the fashion' but it is a result of the business digitalization. Thus, there is a great change in business models based not to individual needs but to the overlapping social and societal needs. Therefore, a proper understanding of social needs as expression of social marketing is the key for understanding the effects of marketing on social media. The main goal of the paper is to compare the theory of social marketing to the requirements of the marketing on social media. The main result of the paper analysis is a summary of theoretical analysis of Social marketing paradigm evolution as well as analysis of instruments‘ development for marketing on social media. Structurally, the report includes: 1. Introduction; 2. Review of Social Marketing Paradigm and its evolution; 3. Marketing tools on Social media (networks); 4. Marketing 2020 - marketing of the future; 5. Conclusion.

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