In the modern business world, there are different ways of realizing the socially responsible behavior of companies towards society and the market of which they are a part. One of the ways in which activities for the social good are realized is social marketing. The goal of this paper is to point out the ways in which companies operating in the Republic of Croatia perceive and use social marketing in the business context. Although social marketing is newer topic within sociological research, it is becoming an increasingly important concept in both the business and scientific worlds. This paper is intended to research some of the most advertised companies operating in the Republic of Croatia and their understanding, implementation and success in conducting social marketing campaigns. After conducting semi-structured interviews with people who are decision makers in the marketing department within three companies, the given answers were analyzed. It was found out that the aforementioned, that is, their employees, whose scope of work should also include social marketing, know very little or nothing about it. Nevertheless, analyzed companies have certain aspects within the marketing business that can be classified under socially responsible action, even though they have other priorities set for their goals. In conclusion, the research showed that there are different understandings of society and the market, and thus there are different understandings of social marketing in the business context.