Turning Back to Social Marketing

Detalhes bibliográficos
Autor(a) principal: da Silva, Edson Coutinho
Data de Publicação: 2018
Outros Autores: Mazzon, José Afonso
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/12253
Resumo: Objective: this theoretical paper aims to: introduce Marketing theories for the social arena, understand Social marketing as a strategy for social change and approach the criticisms addressed to its activities. Theoretical concerns: Social Marketing has a purpose of reducing and eliminating social problems to reach the well-being and quality of life of society overall. Social Marketing focuses on social change through idea and benefits that overcome the adhesion costs. Originality and relevance: this study turns back to the Social Marketing principles for understanding the misrepresentations and criticisms in its practices to know what Social Marketing has been proposed recently regarding the governance, social marketers ethics, free-will and private companies on the social campaigns. Theoretical contributions: aims to highlight the difference between Social Marketing and another sort of Marketing on the social area, as Case Related Marketing, Society Marketing, Green Marketing, Corporate Social Marketing, Institutional Advertising and Social Responsibility. Social contributions: Social Marketing supports the individuals voluntary behaviour change through marketing orientation.
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spelling Turning Back to Social MarketingRevisitando o Marketing SocialSocial Marketing. Behaviour Change. Marketing Orientation.Marketing Social. Mudança de Comportamento. Orientação ao Marketing.Objective: this theoretical paper aims to: introduce Marketing theories for the social arena, understand Social marketing as a strategy for social change and approach the criticisms addressed to its activities. Theoretical concerns: Social Marketing has a purpose of reducing and eliminating social problems to reach the well-being and quality of life of society overall. Social Marketing focuses on social change through idea and benefits that overcome the adhesion costs. Originality and relevance: this study turns back to the Social Marketing principles for understanding the misrepresentations and criticisms in its practices to know what Social Marketing has been proposed recently regarding the governance, social marketers ethics, free-will and private companies on the social campaigns. Theoretical contributions: aims to highlight the difference between Social Marketing and another sort of Marketing on the social area, as Case Related Marketing, Society Marketing, Green Marketing, Corporate Social Marketing, Institutional Advertising and Social Responsibility. Social contributions: Social Marketing supports the individuals voluntary behaviour change through marketing orientation.Objetivo: este ensaio terico se prope a: (i) conhecer as teorias de Marketing para arena social, compreender o Marketing Social enquanto uma estratgia para potencializar a mudana social e abordar as crticas endereadas ao Marketing Social. Abordagem terica: o Marketing Social prope reduzir e eliminar problemas sociais em prol do bem-estar e da qualidade de vida da sociedade em geral. O Marketing Social opera na mudana social dos indivduos por meio de ideias e benefcios que se sobreponham aos custos da adeso. Originalidade e relevncia: o estudo se prope a revisitar os princpios do Marketing Social a fim de compreender as deturpaes e crticas acerca das prticas de modo e apresentar o que o Marketing Social vem se propondo no que se refere governana, tica profissional, livre-arbtrio e insero de organizaes privadas. Contribuies tericas: busca abordar as diferenas entre Marketing Social e outras prticas de Marketing na esfera social, como Marketing Relacionado s Causas (MRC), Marketing Societal, Marketing Verde, Marketing Social Corporativo (MSC), Propaganda Institucional e Responsabilidade Social Corporativa. Contribuies sociais: o Marketing Social foca na mudana voluntria de comportamento do indivduo a partir da Orientao ao Marketing.Universidade Nove de Julho - Uninove2018-09-20info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1225310.5585/bmj.v17i6.3537ReMark - Revista Brasileira de Marketing; v. 17, n. 6 (2018): Edição Especial Nacional; 806-8202177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12253/5895Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessda Silva, Edson CoutinhoMazzon, José Afonso2022-01-18T16:07:52Zoai:https://periodicos.uninove.br:article/12253Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2022-01-18T16:07:52REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Turning Back to Social Marketing
Revisitando o Marketing Social
title Turning Back to Social Marketing
spellingShingle Turning Back to Social Marketing
da Silva, Edson Coutinho
Social Marketing. Behaviour Change. Marketing Orientation.
Marketing Social. Mudança de Comportamento. Orientação ao Marketing.
title_short Turning Back to Social Marketing
title_full Turning Back to Social Marketing
title_fullStr Turning Back to Social Marketing
title_full_unstemmed Turning Back to Social Marketing
title_sort Turning Back to Social Marketing
author da Silva, Edson Coutinho
author_facet da Silva, Edson Coutinho
Mazzon, José Afonso
author_role author
author2 Mazzon, José Afonso
author2_role author
dc.contributor.author.fl_str_mv da Silva, Edson Coutinho
Mazzon, José Afonso
dc.subject.por.fl_str_mv Social Marketing. Behaviour Change. Marketing Orientation.
Marketing Social. Mudança de Comportamento. Orientação ao Marketing.
topic Social Marketing. Behaviour Change. Marketing Orientation.
Marketing Social. Mudança de Comportamento. Orientação ao Marketing.
description Objective: this theoretical paper aims to: introduce Marketing theories for the social arena, understand Social marketing as a strategy for social change and approach the criticisms addressed to its activities. Theoretical concerns: Social Marketing has a purpose of reducing and eliminating social problems to reach the well-being and quality of life of society overall. Social Marketing focuses on social change through idea and benefits that overcome the adhesion costs. Originality and relevance: this study turns back to the Social Marketing principles for understanding the misrepresentations and criticisms in its practices to know what Social Marketing has been proposed recently regarding the governance, social marketers ethics, free-will and private companies on the social campaigns. Theoretical contributions: aims to highlight the difference between Social Marketing and another sort of Marketing on the social area, as Case Related Marketing, Society Marketing, Green Marketing, Corporate Social Marketing, Institutional Advertising and Social Responsibility. Social contributions: Social Marketing supports the individuals voluntary behaviour change through marketing orientation.
publishDate 2018
dc.date.none.fl_str_mv 2018-09-20
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/12253
10.5585/bmj.v17i6.3537
url https://periodicos.uninove.br/remark/article/view/12253
identifier_str_mv 10.5585/bmj.v17i6.3537
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12253/5895
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 17, n. 6 (2018): Edição Especial Nacional; 806-820
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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