Orthodox, Social and Societal Marketing: the exchange of different relations with the society

Detalhes bibliográficos
Autor(a) principal: Silva, Edson Coutinho da
Data de Publicação: 2007
Outros Autores: Minciotti, Silvio Augusto
Tipo de documento: Artigo
Idioma: por
eng
spa
Título da fonte: Revista Brasileira de Gestão de Negócios (Online)
Texto Completo: https://rbgn.fecap.br/RBGN/article/view/31
Resumo: The present article has the objective of emphasizing differences among the concepts of orthodox marketing, societal marketing and social marketing in order to clarify possible misunderstandings and indiscriminate use of them. We present here a historical approach to these different concepts, their practice and evolution within organizations.  Although the practice of marketing refers to the use of defined tools and objective that is the management of exchange, the marketing concept adopted influences outcomes. As a consequence, activities related to marketing should be developed considering these differentiations. This article does not have the pretension to discuss all about this subject but to provoke a debate about it. It intends to prevent proliferation of inadequate use of these referring terms according to their specific concepts that has contributed negatively to the process of teaching, learning, and practicing marketing in society.Key-words: Marketing. Societal marketing. Social marketing.
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spelling Orthodox, Social and Societal Marketing: the exchange of different relations with the societyMarketing Ortodoxo, Societal y Social: las diferentes relaciones de intercambio con la sociedadMarketing Ortodoxo, Societal e Social: as diferentes relações de troca com a sociedadeMarketing. Societal marketing. Social marketing.Marketing. Marketing societal. Marketing social.Marketing. Marketing societal. Marketing social.The present article has the objective of emphasizing differences among the concepts of orthodox marketing, societal marketing and social marketing in order to clarify possible misunderstandings and indiscriminate use of them. We present here a historical approach to these different concepts, their practice and evolution within organizations.  Although the practice of marketing refers to the use of defined tools and objective that is the management of exchange, the marketing concept adopted influences outcomes. As a consequence, activities related to marketing should be developed considering these differentiations. This article does not have the pretension to discuss all about this subject but to provoke a debate about it. It intends to prevent proliferation of inadequate use of these referring terms according to their specific concepts that has contributed negatively to the process of teaching, learning, and practicing marketing in society.Key-words: Marketing. Societal marketing. Social marketing.El presente artículo tiene por finalidad llamar la atención sobre los conceptos del marketing ortodoxo, societal y social, como forma de aclarar posibles tergiversaciones creadas a partir de su uso indiscriminado. Por lo tanto presentamos un planteamiento histórico del concepto y de la práctica del marketing en las organizaciones y su evolución, abarcando así no sólo el contexto ortodoxo, sino también el societal y el social. Aunque la práctica del marketing, independientemente de su aplicación, utilice los mismos instrumentos y comparta el objetivo vinculado a la gestión de intercambios, los resultados que se logran son diferentes y por consiguiente las actividades de marketing se desarrollan de forma diferenciada. Cabe destacar aquí que el artículo no pretende agotar el asunto, sino estimular la discusión a su respecto, para evitar la proliferación del uso inadecuado de términos referentes a conceptos específicos, que ha contribuido negativamente a la enseñanza, el aprendizaje y la práctica del marketing.Palabras clave: Marketing. Marketing societal. Marketing social.O presente artigo tem por objetivo chamar a atenção para os conceitos do marketing ortodoxo , societal e social, como forma de esclarecer possíveis deturpações geradas a partir de seus usos indiscriminados. Para tanto, apresentamos uma abordagem histórica do conceito e da prática do marketing nas organizações e sua a evolução, abrangendo assim, não só o contexto ortodoxo, como também o societal e o social. Embora a prática de marketing, seja qual for sua aplicação, utilize os mesmos instrumentos e compartilhe o objetivo vinculado à gestão de trocas, os resultados a serem atingidos são diferentes; conseqüentemente, as atividades de marketing são desenvolvidas de forma diferenciada. Cabe aqui ressaltar, que o artigo não tem a pretensão de esgotar o assunto, mas sim incitar a discussão ao seu respeito, a fim de evitar a proliferação do uso inadequado de termos referentes a conceitos específicos, o que tem contribuído negativamente para o ensino, a aprendizagem e a prática do marketing. Palavras-chave: Marketing. Marketing societal. Marketing social.FECAP2007-07-19info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por paresapplication/pdfapplication/pdfapplication/pdfhttps://rbgn.fecap.br/RBGN/article/view/3110.7819/rbgn.v7i17.31Review of Business Management; Vol. 7 No. 17 (2005); 15-22RBGN Revista Brasileira de Gestão de Negócios; Vol. 7 Núm. 17 (2005); 15-22RBGN - Revista Brasileira de Gestão de Negócios; v. 7 n. 17 (2005); 15-221983-08071806-4892reponame:Revista Brasileira de Gestão de Negócios (Online)instname:Fundação Escola de Comércio Álvares Penteado (FECAP)instacron:FECAPporengspahttps://rbgn.fecap.br/RBGN/article/view/31/28https://rbgn.fecap.br/RBGN/article/view/31/309https://rbgn.fecap.br/RBGN/article/view/31/310Copyright (c) 2014 Review of Business Managementinfo:eu-repo/semantics/openAccessSilva, Edson Coutinho daMinciotti, Silvio Augusto2008-12-10T14:30:14Zoai:ojs.emnuvens.com.br:article/31Revistahttp://rbgn.fecap.br/RBGN/indexhttps://rbgn.fecap.br/RBGN/oai||jmauricio@fecap.br1983-08071806-4892opendoar:2008-12-10T14:30:14Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP)false
dc.title.none.fl_str_mv Orthodox, Social and Societal Marketing: the exchange of different relations with the society
Marketing Ortodoxo, Societal y Social: las diferentes relaciones de intercambio con la sociedad
Marketing Ortodoxo, Societal e Social: as diferentes relações de troca com a sociedade
title Orthodox, Social and Societal Marketing: the exchange of different relations with the society
spellingShingle Orthodox, Social and Societal Marketing: the exchange of different relations with the society
Silva, Edson Coutinho da
Marketing. Societal marketing. Social marketing.
Marketing. Marketing societal. Marketing social.
Marketing. Marketing societal. Marketing social.
title_short Orthodox, Social and Societal Marketing: the exchange of different relations with the society
title_full Orthodox, Social and Societal Marketing: the exchange of different relations with the society
title_fullStr Orthodox, Social and Societal Marketing: the exchange of different relations with the society
title_full_unstemmed Orthodox, Social and Societal Marketing: the exchange of different relations with the society
title_sort Orthodox, Social and Societal Marketing: the exchange of different relations with the society
author Silva, Edson Coutinho da
author_facet Silva, Edson Coutinho da
Minciotti, Silvio Augusto
author_role author
author2 Minciotti, Silvio Augusto
author2_role author
dc.contributor.author.fl_str_mv Silva, Edson Coutinho da
Minciotti, Silvio Augusto
dc.subject.por.fl_str_mv Marketing. Societal marketing. Social marketing.
Marketing. Marketing societal. Marketing social.
Marketing. Marketing societal. Marketing social.
topic Marketing. Societal marketing. Social marketing.
Marketing. Marketing societal. Marketing social.
Marketing. Marketing societal. Marketing social.
description The present article has the objective of emphasizing differences among the concepts of orthodox marketing, societal marketing and social marketing in order to clarify possible misunderstandings and indiscriminate use of them. We present here a historical approach to these different concepts, their practice and evolution within organizations.  Although the practice of marketing refers to the use of defined tools and objective that is the management of exchange, the marketing concept adopted influences outcomes. As a consequence, activities related to marketing should be developed considering these differentiations. This article does not have the pretension to discuss all about this subject but to provoke a debate about it. It intends to prevent proliferation of inadequate use of these referring terms according to their specific concepts that has contributed negatively to the process of teaching, learning, and practicing marketing in society.Key-words: Marketing. Societal marketing. Social marketing.
publishDate 2007
dc.date.none.fl_str_mv 2007-07-19
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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dc.identifier.uri.fl_str_mv https://rbgn.fecap.br/RBGN/article/view/31
10.7819/rbgn.v7i17.31
url https://rbgn.fecap.br/RBGN/article/view/31
identifier_str_mv 10.7819/rbgn.v7i17.31
dc.language.iso.fl_str_mv por
eng
spa
language por
eng
spa
dc.relation.none.fl_str_mv https://rbgn.fecap.br/RBGN/article/view/31/28
https://rbgn.fecap.br/RBGN/article/view/31/309
https://rbgn.fecap.br/RBGN/article/view/31/310
dc.rights.driver.fl_str_mv Copyright (c) 2014 Review of Business Management
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2014 Review of Business Management
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
application/pdf
dc.publisher.none.fl_str_mv FECAP
publisher.none.fl_str_mv FECAP
dc.source.none.fl_str_mv Review of Business Management; Vol. 7 No. 17 (2005); 15-22
RBGN Revista Brasileira de Gestão de Negócios; Vol. 7 Núm. 17 (2005); 15-22
RBGN - Revista Brasileira de Gestão de Negócios; v. 7 n. 17 (2005); 15-22
1983-0807
1806-4892
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reponame_str Revista Brasileira de Gestão de Negócios (Online)
collection Revista Brasileira de Gestão de Negócios (Online)
repository.name.fl_str_mv Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP)
repository.mail.fl_str_mv ||jmauricio@fecap.br
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