Abstract
<p>This article aims to discuss the crisis of identity and ethical issues addressed to social marketing and understand its current proposal. This is a critical paper built from researches of several publishing material such journals and books on social marketing in order to know why social marketing principles are misrepresented. It was possible to find numerous concepts addressed to social marketing, like cause related marketing, societal marketing, social responsibility, green marketing and institutional advertising. Three criticisms are emerging in social marketing: lack of focus on strategies; clear goals of organisation of the campaign producers; and the unethical pattern of the professionals. Social marketing is an alternative for improving services in social campaigns aiming at getting better results. The main purpose of social marketing is the behaviour change any other purposes do not concern social marketing. These misunderstandings about social marketing are increasingly producing misrepresentations regarding its principles.</p>
Highlights
Kotler and Zaltman coined the term social marketing, from the article Social Marketing: an approach to planned behaviour change, published in 1971
This article aims to discuss the crisis of identity and ethical issues addressed to social marketing and understand its current proposal
Social marketing has been designed in terms of social ideas in order to assist a society, whose opinions on a particular social cause could be modified
Summary
Kotler and Zaltman coined the term social marketing, from the article Social Marketing: an approach to planned behaviour change, published in 1971. Social marketing has been designed in terms of social ideas in order to assist a society, whose opinions on a particular social cause could be modified Perhaps, it was an audacious proposal for applications of marketing for that time, as proposed to undertake activities with the purpose of creation, modification and maintenance of behaviours using ideas to remedy social causes, regardless of the sponsoring person or organisation. This paper is splitted in five topics: misrepresentation of social marketing; criticism to social marketing in ethical issues; the social marketing campaign has a behaviour goal; social marketing tools for development of a plan; and conclusion These topics are lined up with the purpose of this study. We expect to give their contribution to improve and establish social marketing
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