AN APPROACH TO UNDERSTAND SOCIAL MARKETING UNEXPLORED POTENTIAL
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| Format: | Artículo científico |
| Language: | en |
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Universidade Federal Fluminense
2017
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| _version_ | 1876455506044780544 |
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| author | Rodrigo Ladeira |
| author_facet | Rodrigo Ladeira |
| contents | AN APPROACH TO UNDERSTAND SOCIAL MARKETING UNEXPLORED POTENTIAL Rodrigo Ladeira Ricardo Coutinho Mello Maria Teresa Grimaldi Larocca Administración y Contabilidad Social marketing theory Definition of social marketing Corporate Social Responsibility This paper clarifies the definitions of the five different terms used by companies associated with Social Marketing in international journals. It reviews terms usually linked to social marketing practice, and discusses their different meanings for the sake of proper adoption by executives and scholars. The discussion is based on exploratory research and, as such, we adopted the literature review as the main approach of study. Two scientific databases were used in order to identify the most commonly used expressions, which were later reviewed and discussed, exploring their similarities, differences and relevance to the organizational environment. The conclusion is that Internal Marketing is directly related to employees and different stakeholders of the institution promoting or using this strategy or management philosophy, whereas Social Marketing is related to the changing behavior of the target markets. 2017 artículo científico 1982-2596 https://www.redalyc.org/articulo.oa?id=441753779009 en http://www.redalyc.org/revista.oa?id=4417 Revista Pensamento Contemporâneo em Administração application/pdf Universidade Federal Fluminense Revista Pensamento Contemporâneo em Administração (Brasil) Num.5 Vol.11 |
| format | Artículo científico |
| id | redalyc_441753779009 |
| institution | Redalyc |
| language | en |
| publishDate | 2017 |
| publisher | Universidade Federal Fluminense |
| spellingShingle | AN APPROACH TO UNDERSTAND SOCIAL MARKETING UNEXPLORED POTENTIAL Rodrigo Ladeira Administración y Contabilidad Social marketing theory Definition of social marketing Corporate Social Responsibility AN APPROACH TO UNDERSTAND SOCIAL MARKETING UNEXPLORED POTENTIAL Rodrigo Ladeira Ricardo Coutinho Mello Maria Teresa Grimaldi Larocca Administración y Contabilidad Social marketing theory Definition of social marketing Corporate Social Responsibility This paper clarifies the definitions of the five different terms used by companies associated with Social Marketing in international journals. It reviews terms usually linked to social marketing practice, and discusses their different meanings for the sake of proper adoption by executives and scholars. The discussion is based on exploratory research and, as such, we adopted the literature review as the main approach of study. Two scientific databases were used in order to identify the most commonly used expressions, which were later reviewed and discussed, exploring their similarities, differences and relevance to the organizational environment. The conclusion is that Internal Marketing is directly related to employees and different stakeholders of the institution promoting or using this strategy or management philosophy, whereas Social Marketing is related to the changing behavior of the target markets. 2017 artículo científico 1982-2596 https://www.redalyc.org/articulo.oa?id=441753779009 en http://www.redalyc.org/revista.oa?id=4417 Revista Pensamento Contemporâneo em Administração application/pdf Universidade Federal Fluminense Revista Pensamento Contemporâneo em Administração (Brasil) Num.5 Vol.11 |
| title | AN APPROACH TO UNDERSTAND SOCIAL MARKETING UNEXPLORED POTENTIAL |
| topic | Administración y Contabilidad Social marketing theory Definition of social marketing Corporate Social Responsibility |
| url | https://www.redalyc.org/articulo.oa?id=441753779009 |