Marketing social e marketing societal: uma confusão teórica

• Autor(a) principal: Andreoli, Taís Pasquotto
• Data de Publicação: 2018
• Outros Autores: Lima, Váldeson Amaro, Minciotti, Silvio Augusto
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Repositório Institucional da Universidade Federal do Ceará (UFC)
• Texto Completo: http://www.repositorio.ufc.br/handle/riufc/36875
• topic: Marketing social; Marketing

Despite a clear distinction between the concepts of social marketing and societal marketing, a misguided usage of these terms keeps on recurring. In this sense, the work aimed at: (1) mapping the academic production concerning social marketing and societal marketing; and, in particular, (2) checking and analyzing possible distortions around their use. A bibliographic survey was developed in order to study the circumstances in which those themes arose; also, a bibliometric research was carried out together with a critical analysis of academic publications’ contents referring to social marketing and societal marketing. It was possible to observe that, in spite of the expressive scientific production identified, there are remarkable distortions in the usage of the above mentioned terms, whether while presenting the concepts in a mistaken way or while expressing an incorrect meaning of them or even while applying them in an improper way.