Partnership in Social Marketing Programs. Socially Responsible Companies and Non-Profit Organizations’ Engagement in Solving Society’s Problems

The development of social marketing, as an important area of analysis and research, has opened up multiple opportunities for organizations to engage in society’s problems. Whether we talk about non-profit organizations engaged in health or environmental programs or private companies willing to act responsibly, their goal is a common one: to help improve people's lives by promoting responsible behaviour in society. This paper aims to extend the area of research for "cause-related marketing" by highlighting the importance of partnerships between non-profit organizations and companies based on social responsibility. As a result, the article proposes and analyzes four features of social partnership: motivation, promotion, efficiency and law effect. The study examines the Romanian consumers’ opinions regarding the need of collaboration between corporations and non-profit organizations for achieving common social goals. Using the structural equation model, the paper describes the relations between each of the variables considered and social partnership and measures the extent to which these variables can influence the collaboration between organizations. The article tests and then proposes a model of the considered variables. The results obtained describe the characteristics of social partnership marketing programs and their importance for the consumer.partnership, cause-related marketing, social problems, non-profit organization, socially responsible company, social marketing program

Features of Heart Rate Variability and Early Postinfarction Remodeling Process in Patients with Recurrent Myocardial Infarction

The purpose of this study was to evaluate the heart rate variability (HRV) level and the features of early post-infarction left ventricular remodeling (PIR) in patients with recurrent myocardial infarction (MI), which developed within six months post the initial Q-wave MI (Q-MI). Material and Methods: The study surveyed 105 male patients between 29 and 69 years of age (mean age 52.08±8.5), who underwent a Q-MI and who, for various reasons, have not undergone coronary angiography. All patients underwent echocardiography and the LVM, EDV, ESV and their indexed values, as well as the ejection fraction were determined, including Holter ECG monitoring. In the interim, analysis included the indicators recommended by the standards of measurement, physiological interpretation and clinical use of heart rate variability, such as SDNN, SDANN and RMSSD. The reduction of the total reduction of HRV was taken as SDNN≤100ms, and the marked reduction in HRV - SDNN≤50ms. Results: All the patients were divided into two groups: Group I consisted of patients who, within six months after the initial Q-wave MI, developed fatal or nonfatal reinfarction; Group II included those patients with a favorable course of the disease. The patients in both groups belonged to a somewhat similar age category. By localization of MI, occurrence of AH, as well as the incidence of LV aneurysm, both groups were comparable. However, the Group I patients in acute Q-MI showed significantly more preserved signs of residual myocardial ischemia, which was manifested as early post-infarction angina. The average values of SDNN in patients in Group I were noted to be significantly lower than that in the Group II patients. The same ratio was observed in both groups and also the indicator of SDANN, whereas the mean RMSSD values of the patients of both groups were not significantly different. The percentage of patients with reduced HRV in Group I was 1.8 times higher than that in Group II, including those patients with a marked reduction in HRV, which were 25% and 5.1% in Groups I and II, respectively. The patients in Group I compared with Group II patients had significantly higher values for LVM, EDV, ESV, as well as their indexed values for LVMI, iEDV, and iESV. The average values of EF in Group I were significantly lower than those in Group II. Conclusion: In patients with recurrent MI, which had developed within six months from the time of the initial Q-infarction in the acute phase of the disease, significantly more preserved signs of residual ischemia were revealed. The average EF, SDNN and SDANN values in these patients were significantly lower than in patients having a favorable course of the disease. Patients with recurrent MI differed significantly by showing higher values of the left ventricular mass, left ventricular volume indices, as well as the indexed values determined during the 10-14 day period of the primary IM