摘要：The article is directed to touching the social marketing concept as the most progressive form of modern marketing.. The authors consider that between social marketing and social responsibility there exist closes relations due to the fact that organisations with social character have the responsibility to obtain efficient results in increasing the social responsib ility by implementing the social marketing instruments. At the same time, social marketing may be treated as an efficient link of manifesting the social responsibility. It can be defined as an obligation oriented towards the promotion o f social values and to protect the interests o f the organisation, on increasing the quality of staff life and of the society. The article touches upon the factors and principles witch contributed to the appearance and development of social marketing, as well as it took to its importance in elaborating the entreprises.policies link with corporate social responsibility in the Republic of Moldova. The authors come to the co nclusin that the aim of social marketing is not earning profit, but increasing the quality of people.s life, because marketing is a social phenomenon, oriented towards satisfying consumer needs and of society as a whole. Social marketing b y its actio ns and research instruments may anticipate corporate social responsibility in increasing positive impact and decreasing the negative impact in the society
关键词：social marketing; social responsibility of corporations; instruments of social marketing
