INNOVATIVE APPROACHES IN A SOCIALLY RESPONSIBLE MARKETING IN A GLOBAL ENVIRONMENT

Under the pressure of rapid changes in the marketing environment, with an increasing globalization, intensive competition, number of social, economic and environmental problems in the world, the companies are forces to reassess their business and marketing approaches. Many successful companies have already realized that they must have a sense of responsibility not only for their business activities but also for the development of the whole society. Responsible behaviour cannot be just a one-off random "action". This often requires a fundamental change in thinking of owners, managers and employees of companies in the ethical, social and environmental area; it must be long-temi and consistent business philosophy. On that basis the paper focuses on selected innovative approaches in socially responsible marketing in a global environment environmental marketing and cause related marketing. The aim is to define the essence of those approaches and indicates the application potential of them in the practice of companies. The environmental marketing is responding to the current negative trends in the natural environment and to the requirements of developing segment of environmentally oriented consumers. Cause related marketing is the commercial activity through which the company and non-profit organisation create a partnership in order to promote the image, product or service because of mutual benefit and together they contribute to the promotion of "good things" or to solving some of societal problem. The selected results of exploratory surveys are included, in which we focused on examining of companies responsible marketing activities effects on consumer decision processes and behaviour.