The Role of Social-Ethical Marketing and Information and Communication Technologies in Response to Challenges of Oncology

Abstract

The aim of this article is to present theoretical justification of a possible and appropriate active use of social-ethical marketing in business and the involvement of the public and the professional medical community in communication on social networking platforms as an economic response to challenges of oncology, as well as elaboration of practical recommendations for this purpose. The authors analyze the potential of social networks and the development of information and communication technologies in solving the oncological disease problem. They compare current capacities of information and communication technologies and the desired level of their development in tackling the problem of oncological diseases in Russia. They also present the role of the information component in social-ethical marketing for the solution of the oncological disease problem offering an original model of the economic response to challenges of oncology.