Modern concept of social marketing

The article is devoted to a topic that is quite relevant for this period of time, such as the development of the concept of social marketing, as it is the development of social components through marketing tools that influence the behavior of the target audience changing its orientation in favor and the benefit of society. The article deals with the essence of the concept of modern social marketing, approaches to the definition of social marketing, the main goals and objectives, its principles and mechanisms of implementation. The article highlights the factors that affect the effectiveness of social marketing programs, as well as the prospects for the development of social marketing in Russia.