The role of social marketing in Lithuania

Abstract

This article aims to examine main issues of social marketing considering the implementation of European social well-being model in Lithuania. The main reasons of choosing this topic: the growing role of social marketing among public administration institutions, social organizations and society and the authors desire to investigate the EU welfare state model and its wider implementation in Lithuania by using innovative social marketing tools. Starting from the background of social marketing, the authors also examines the concept of social marketing, the role of social marketing in its application in public administration, the managing social organizations and communicates with society by the social media. This article examines the importance of segmentation of social groups, the implementation of social projects and the media role in the economy.